I haven’t been this excited about packing a lunch since my Return of the Jedi lunch box in 3rd grade.

Built NY “is a design-focused accessories company” whose “simple mission is to create smarter and better looking consumer products. Built NY specializes in making innovative and proprietary cases, bags, and totes such as their byobag® line.”

I picked up a byo lunchbag and have found that besides keeping my food and drink cold, it’s easy to carry and holds an insane amount of food. Looks good too.

As a business owner I found this particularly interesting: to protect their products, Built NY “aggressively pursues U.S. and International Utility Patents, Design Patents, Design Registrations, Trademarks, Shape Marks, Copy Rights and Trade Dress enforcement.” The Intellectual Properties page on their web site reads like a “Be Aware of Dog” sign for would-be copycats. What’s surprising (in light of their success in obtaining a Trademark) is that the company is relatively small. Read Business Week’s article for more.