Other “soft-sided” coolers are rigid and heavy. ICEMULE is different from all the others. This cooler is actually soft-sided, making it easy to load and carry. I can pack it full or light and easily roll the top closure to fit the load. The strap is adjustable for easy cross-body or shoulder carrying. We live on the Gulf Coast and have more coolers than the average household - various styles to fit the need. This cooler is perfect for errands, going to the pool, the beach, and even quick trips on the boat. Easy carrying is a game changer. We use freezer blocks vs. ice and things stay cold for hours at the beach. We have had several ICEMULE coolers and love giving these as gifts. You can’t go wrong with any of the ICEMULE coolers. I highly recommend!