Meet the founder of Freja New York, the bag brand loved by Hailey Bieber, Katie Holmes and more

If you haven't heard of Freja, you might as well now. The buzzy, internet-beloved label has grown a following thanks to its subtle, minimalist-chic handbags.

If your Instagram feed is anything like mine, then you've seen these bags from Freja everywhere. They hit on all the current trends with staying power — their work totes are described everywhere as the epitome of the oft-overused "quiet luxury" aesthetic.

For the occasion, Bieber dressed down in a leather jacket, track shorts, and oxfords. She accessorized with a bag from the buzzy brand Freja.

The brand’s founder and Creative Director, Jenny Lei, has launched Freja straight out of college, with no formal design training—but a deep understanding of what women need in handbags and a drive for perfection.

Whether you’re going to happy hour with co-workers or meeting up with some friends after a long day at the office, this is the effortlessly cool tote you’ll actually want to carry.

These fashionable and functional investment pieces will become quickly become staples in your closet.

The minimalist vegan brand I’m currently obsessed with…

Jenny Lei, creator of handbag brand Freja New York, knows bigger isn’t always better.

A handbag isn’t just a handbag when it’s the right handbag.

I spotted my colleague Eliza wearing a style from NYC-based label Freja and immediately had to know more. The retro bowling-style shoulder bag reminded me of one from The Row, albeit at a fraction of the cost. 

Founded by Jenny Lei nearly three years ago, Freja is the result of Lei’s own fruitless search for an everyday bag that can keep up with a busy professional’s needs and still look good enough to wear for the off-hours.