Paper, plastic or Hindmarch?

Three hours.

That’s how long it took Anya Hindmarch’s cult canvas “I’m Not a Plastic Bag” to sell out after hitting the Robertson Boulevard boutique today.

Dozens of customers lined up, some camped out on lawn chairs since 4 a.m., waiting for the store to open. At the New York City location, they even stood out in the rain.

The British handbag designer was on hand for the L.A. launch, signing the first 10 bags sold.

“I’m no green goddess,” she said. “But in fashion you do have a platform. And I began thinking about what I could do. I would rather help reduce consumption by 5% or 10% now, than 60% later. It’s all about encouraging people to reuse, reduce and recycle. It’s about realizing that when you throw something away, there really is no away.”

Competition was tough for the 4,000 limited-edition bags, at $15 each, which also sold out within hours at Ron Herman and Fred Segal Flair.

Purchases were limited to two per person. “There were a few people with newborns who tried to buy more than two,” said boutique manager Lynne Biehl.

The bag was designed in partnership with We Are What We Do, a project originated by an East London charity, which educates people about everyday things they can do to change the world (www.wearewhatwedo.org). Hindmarch is not making a profit from the bags, but hopes they raise awareness by making it fashionable not to use plastic bags.

If you didn’t snag one today, you can hit Whole Foods Markets in New Jersey, New York or Connecticut on July 18, when they launch there, or head to Japan or South East Asia next month.

And there’s always EBay, where bidding had reached $260 for a single bag at the end of the day Wednesday.

booth.moore@latimes.com