The D'AG BAG

Vicente Heca’s fascination with wrinkled paper goes back several decades, as demonstrated by this 1976 painting of a “D’Ag Bag.” D’Agostino’s is an old family-owned upscale supermarket chain in New York City, and the design of its famous shopping bags has evolved over the years. Their web site boasts: “No surprise that movies and television shows shot on location in New York frequently use D’Agostino stores or ‘D’AG BAGS’ to help impart a sense of New York City realism.”

Back in 1976, the D’Ag Bag was a humble brown paper bag, just the sort of thing Vicente enjoys painting. And it was great fun to be able to sell the painting to one of the D’Agostino brothers himself, at the opening of a new D’Agostino supermarket in Brooklyn. Of course, most of the money ended up back in the supermarket cash register, as Vicente couldn’t resist using the money to shop for goodies at the new store.

Recently wondering what had become of his painting, Vicente wrote to D’Agostino’s and received good news from Anderson Chung, Director of Marketing for D'Agostino Supermarkets. Mr. Chung reported that the D’Ag Bag painting was alive and well, hanging in view of his office. He kindly sent the photo of the painting shown here.

The D’Ag Bag lives on, currently in a “green” incarnation. But we still feel nostalgia for this unassuming yet moody brown paper bag with its distinctive bold design.