I'm originally from Sweden and back home people of all ages carry these bags. Last week, I decided to purchase a new Kånken to replace the one I've had for 10 years. Picked this colour (www.fjallraven.com/uk/en-gb/bags-gear/kanken/kanken-bags/kanken-rainbow-mini?v=F23621%3a%3a7323450792466) this time around to replace the black one I had, and DH absolutely hates it. I use it primarily for dog walks and trips to the local cafe/shops and he thinks it's too showy/childish and feels 'embarrassed' when I take it with me when we go out for coffee together. 
AIBU to think that it's just a bag? It's not that bad, is it?