I was hesitant to spend so much on a beach bag, but as frequent beach goers, I took the leap. I'm so glad I did. It's a perfect bag for anyone but it's especially handy for moms who have to get on and off the beach with little ones or just for anyone bringing a lot of stuff that needs to be "hands free." I love the versatility of being able to easily switch between shoulder bag and backpack- though we use it as a backpack the majority of the time. This is better than any other bag I've owned over the years. It's high quality, very roomy, has a wet-dry bag inside, has a strap for towels etc on the outside, and is easy to carry. Perhaps most importantly, the unique shape of the bag helps it "stand up" nicely so things stay in place, are easy to find, and don't get buried at the bottom of the bag. I love the side pockets, too, which are uniquely big enough for our big stainless steel drink thermoses that we bring to the beach (which are usually too big for the cup holders on any other bag). It's also great for a travel carry on and serves as our pool bag when on vacation. We already used heavily for an entire summer, and it still looks brand new. I'd buy another in a heartbeat.