Brighton shoppers are being asked to road test a reusable carrier bag which transforms into a bin liner.
Customers are being encouraged to try the bag and fill in a short survey to help refine the design, and already 300 have grabbed one.
It will also enable shoppers to avoid the 5 pence tax on every single use bag coming to all stores across England in September.
Mr Simmonite, said: “Single use carrier bags are an environmental disaster, but reusable carriers need to be used a lot of times to be any better.
“Research has found that people typically use their single use carrier bags as bin liners, so it made sense to try and create a product that would do both things while reducing the environmental impact of bags.”
hiSbe founders, Ruth and Amy Anslow, added: “Today’s shoppers are active supporters of social enterprise and sustainability.
“Bag Re:Born is a great fit with our customers values as well as saving them money and reducing waste.”