Barbara Kruger. I shop therefore I am. 1990.

Barbara Kruger’s iconic critique of consumerism takes literal form in this 1990 multiple: a functional paper shopping bag printed with her famous 1987 phrase “I SHOP THEREFORE I AM”. Parodying Descartes’ “I think, therefore I am,” the bold white Futura Italic text on a red block—overlaid on a black-and-white image of hands holding a card—transforms the everyday carrier bag into a provocative statement on how capitalism shapes modern identity.

This edition was specifically commissioned and released in conjunction with Kruger’s solo exhibition at the Kölnischer Kunstverein in Cologne, Germany, in 1990. Kruger amplified the irony, making the object itself a carrier of her anti-consumerist message directly on the ultimate symbol of consumption, Kruger heightens the irony: the bag encourages shopping while simultaneously mocking the idea that purchasing defines existence. This edition cleverly blurs the line between art object and commodity.

The Kölnischer Kunstverein, a contemporary art association known for promoting innovative exhibitions, invited Kruger for a show that explored her themes of power, gender, and consumption. The shopping bag served as an affordable takeaway for visitors, extending the exhibition’s reach beyond gallery walls and into everyday life—literally allowing people to “shop” with her artwork.   This aligned with Kruger’s practice of using commercial formats (like billboards and merchandise) to subvert advertising aesthetics, making art accessible while critiquing commodification.  The large edition size democratized the work, contrasting with limited fine art prints and emphasizing her conceptual intent over rarity.

This work’s red-box aesthetic directly inspired the Supreme box logo (1994), founded by James Jebbia—who has acknowledged drawing from Kruger’s style. The irony is profound: Kruger’s anti-consumerist critique became the visual blueprint for one of streetwear’s most hyped, resale-driven brands, embodying the very commodification she lampoons.

Kruger famously shaded the situation in 2013 when Supreme sued another brand for parodying their logo, responding: “What a ridiculous clusterfuck of totally uncool jokers… I’m waiting for all of them to sue me for copyright infringement.”

A landmark of feminist, conceptual, and appropriation art, this piece remains highly influential and collectible.

Held in major collections including MoMA (gift of the publisher), this accessible multiple has become one of Kruger’s most recognizable works. 

Details:

•  Medium: Photolithograph on paper shopping bag

•  Year: 1990

•  Edition: 9,000 (published by Kölnischer Kunstverein, Cologne; printed by Zechel & Co. GmbH)

•  Dimensions: Approximately 17 5/16 × 10 3/4 × 4 3/16 in. (43.9 × 27.3 × 10.7 cm)

•  Condition Note: Not many examples remain in excellent, unused condition due age of the edition, and initial use as an ephemeral object.

All works sold with full documentation, including museum grade framing with UV resistance and non reflective glare.