Vitae is a sustainably designed bag, produced to replace plastic retail bags. Vitae is the latin word for vitality. With this concept in mind Vitae wants to create products that will reduce waste and help keep the vitality of our planet going strong. It’s unique in the industry in that it has strong retail design appeal. As a company, Vitae cares about the three “Ps” of Sustainability: people, profit and planet. Vitae wants to be perceived by its stakeholders as human-centered, desirable (seductive), fashionable, cool/hip and earth-friendly.