Very little about the fashion world and its various fleeting trends is literal, but in the case of this fast-rising cult brand, what it says on the label is exactly what it does.

Case in point: a belt bag (the chic way of saying bum-bag these days) that literally hangs on your, well, belt.

Still, what else would you expect from an accessories brand called WEAT (as in We Eat Avocado Toast), named after that apparently universal millennial breakfast of choice?

WEAT co-founders Lara and Nina who are currently expats in Hong Kong

And while celebrities like Rosie Huntingdon-Whitely, Rita Ora and Kendall Jenner have turned the Gucci and Chanel belt bags into obvious designer off-duty uniform pieces, edgy influencers like Australia’s Leah Simmons and German model Julia Steyns are going wild for WEAT’s cleverly-crafted wares. (The number of said shots re-grammed on the brand’s Instagram speaks volumes.)

Founded by two lifelong best friends who grew up in Germany before studying fashion design and business respectively, then reuniting in Hong Kong, WEAT was born in 2017.

Their signature bag design – featuring a bold triangle clip that transforms it from belt to clutch to cross-body bag in a blink – was initially launched in high-fashion velvet last year (currently sold out status, but a restock is possible).

While the shape hasn’t changed, the colours and embellishment are where variety comes into play. The newest range, now available on pre-order, for example, features fringing as its USP.

WEAT also offers collectables like bag tags and some basic apparel like tees, but the hero belt bag styles range in price from $195 to $245.

GALLERY: the 5 new Toast styles