FREITAG – the designer bag with a conscience

„FREITAG – the designer bag with a conscience“
1
© 2010 Freitag lab. ag
“It’s made FREITAG”
March 2011
Thoughts
„We need a bag with which we can ride the bicycle in any weather conditions
and things stay dry.“
(Markus & Daniel Freitag, 1993)
3
© 2010 Freitag lab. ag
Question
„How about cutting up used truck tarpaulins and turn them into individual
recycled messenger bags?“
(Markus & Daniel Freitag, 1993)
4
© 2010 Freitag lab. ag
Concept
5
© 2010 Freitag lab. ag
The FREITAG product
F13 TOP CAT ARCHITYPE (1993)
6
© 2010 Freitag lab. ag
Recycled Individual Products (R.I.P)
7
© 2010 Freitag lab. ag
The story  The brand
8
© 2010 Freitag lab. ag
From truck till bag 6
The individual recycled messenger bag
9
© 2010 Freitag lab. ag
From truck till bag 5
The used truck tarp sections, bicycles inner tubes, seat belts and labels are sewn together
10
© 2010 Freitag lab. ag
From truck till bag 4
Cutting is still done by hand using a sharp utility knife
11
© 2010 Freitag lab. ag
From truck till bag 3
The tarps are carefully cleaned in special washing machines
12
© 2010 Freitag lab. ag
From truck till bag 2
Flaws such as straps, eyes and damaged material are removed
13
© 2010 Freitag lab. ag
From truck till bag 1
Due to weathering, truck tarps have to be changed every 5 to 8 years
14
© 2010 Freitag lab. ag
Brand introduction
The FREITAG brand
15
© 2010 Freitag lab. ag
Brand initiative 1
Urban
16
© 2010 Freitag lab. ag
Brand initiative 2
Recontextualized
17
© 2010 Freitag lab. ag
Brand initiative 3
Funktional design
18
© 2010 Freitag lab. ag
Brand personality 1
Honest
19
© 2010 Freitag lab. ag
Brand personality 2
Slightly fucked up
20
© 2010 Freitag lab. ag
Brand personality 3
Intelligent
21
© 2010 Freitag lab. ag
Brand platform
22
© 2010 Freitag lab. ag
Brand experience
23
© 2010 Freitag lab. ag
FREITAG Shop Zurich, recontainerized
24
© 2010 Freitag lab. ag
FREITAG flagship shop, Zurich, since 2006
25
© 2010 Freitag lab. ag
Distinctions awarded
1997
- Distinction, Design Preis Schweiz
1997
- 1993 prototype is accepted in the collection of the Zurich
Museum of Design
1999
- Distinction awarded in the Trade Competition for Applied Arts,
Switzerland
2003
- Top Cat model is accepted into the design collection of the
Museum of Modern Art in New York (MoMA)
2003
- Gold for the F-CUT by the Art Directors Club Switzerland in the
category of Electronic Publishing
2003
- Gold for the F-CUT by the Art Directors Club Europe in the
category of New & Mixed Media / Interactive Media
2003 
- Master of Swiss Web for the F-CUT as best Swiss Website
2005
- Dragnet was presented at the Who’s Next Fashion trade show in
Paris as one of the milestones of «urban fashion»
2006
- Bronze for the photo series «FREITAG
RENEGADE» by the Art Directors Club Switzerland in the category
Photography / Illustration
2006
- Gold for the F-Shop Hamburg at the 7th architecture award
contractworld. award 2006
2007
- D&AD Global Awards, Golden Pencil for
Environmental Design / Retail & Services
26
© 2010 Freitag lab. ag
Distinctions awarded II
2008
- Gold for the F-Shop in Zurich at the 8th International contractworld. award
- 1. Award for Marketing and Architecture for the F-Shop in Zurich
- Best of Swiss Web: Gold seal in the Business Efficiency category,
Silver seal In the Creation category, Bronze seal in the Technology Quality
category
2009
- Design Prize of the Federal Republic of Germany: Gold for the F-Shop in Zurich
in the Product Design category
2009 
- Distinction, Design Preis Schweiz for the POS rack model «V30 FREITAG SKID»
publications
2001 
2008
2010 
27
- FREITAG book published by Lars Müller Verlag
- FREITAG book Japan pubished by FREITAG JP
- During the launch of their new FREITAG
REFERENCE the company issues a compilation
of their experimental newspaper
«THE DAILY REFERENCE»
© 2010 Freitag lab. ag
Thank you!
FREITAG lab.ag
Hardstrasse 219/L
8005 Zurich
Switzerland
P.: +41 (0) 43 210 33 33
28
© 2010 Freitag lab. ag
Back up slides
29
© 2010 Freitag lab. ag
Facts and figures
Headquarters: FREITAG lab. ag, Zurich
Year founded: 1993
Proprietors:
Markus and Daniel Freitag
Number of staff:
Production:
108
Over 255'000 products per year
Number of shops:
Five FREITAG Shops company-owned
in Zurich, Davos, Berlin, Hamburg, Cologne,
over 350 retail partners worldwide
and one online shop based in Zurich
Materials used:
(per year)
300 tons used truck tarpaulins
equivalent to a
95 km queue of HGVs
35'000 bicycle inner tubes
80'000 car seat belts
Products:
Fundamentals: >40 models, Reference: >15 models
30
© 2010 Freitag lab. ag