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Re-generation Smemoranda is an exclusive collection of bags made of ecologically sustainable materials. Developed with 100% recycled PET bottles, the products are inspired by the growing issue of plastic pollution in our oceans and the need to raise awareness about the correct recycling of waste. The sleek, minimalist product range – which includes backpacks, tote bags and travel accessories – was made available across 1,000 Coop stores in Italy from September to December 2019. The popularity of the designs saw 1.5 million distributed—the equivalent of 25 million recycled plastic bottles.