When Melissa Mash launched bag brand Dagne Dover in 2013, she set out to rescript the relationship between women and the things they carry. “Our bags should be working for us,” Mash told Inside Retail’s Amie Larter in an episode of the video series Retail Transformers. “They should help us feel prepared and confident for whatever the day is, whether you are running around town with a diaper bag, or you're running into a board meeting, or you're travelling.”