Entrepreneurs Swear By Hulkens, Because Carrying Packages in Style is a Hustle

KEY POINTS

•Alex Schinasi and drummer-husband Yoni Sheleg co-founded Hulken as a Shopify site in 2018 amid the pandemic's early gigs slowdown.
•The brand's rolling totes surged to $29 million in 2024 and projected a $50 million revenue, with color options from metallic magenta to chocolate brown.
•Hulken expanded into travel in August 2025 despite facing challenges from Trump-era tariffs and global supply chain disruptions triggered by oil prices rise after the Iran conflict.

In the urban jungle of NYC circa 2025, the Hulken bag—part rolling tote, part adult-sized granny cart—has become the unofficial badge of honor for Gen Z entrepreneurs who want to flex their relentless hustle while schlepping. Started by drummer-husband-and-shopify-woman duo Alex Schinasi and Yoni Sheleg in 2018, with a prototype inspired by her bag-executive dad struggling in Paris, Hulken exploded from $390K in 2020 to projecting $50M in revenue by 2024. The totes come in 'metallic magenta' (cause why not), 'spunky pink,' and 'midnight blue' and even nabbed an Accessories Council Award over Louis Vuitton and Canada Goose in 2025. Despite navigating Trump tariffs, supply chain chaos triggered by oil-price hikes linked to the Iran war, and customer expectations that the bags look as delicious as they carry, Hulken is now eyeing travelers with a $125 'travel tote' that flips less when properly filled. Celebrities like Kim and Kourtney Kardashian endorse it, so clearly, it’s the coolest way to carry your gear unless you’re a prop stylist hauling reflectors in Brooklyn.