Sam Wagner, the Creative Director launched Sambag in 1996. Following a trip to New York, she created a small range of
bags that she sold at Sydney’s Paddington Markets. Sam very quickly developed a strong customer base which gave her the
confidence to complement the brand by extending it to shoes and later apparel.

In 1998, she showed at Mercedes Australian Fashion Week, further elevating the Sambag profile and confirming its place
among the fashion conscious.

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