„freitag – the designer bag with a conscience“ · thoughts „we need a bag with which we can...

„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)


Question

„How about cutting up used truck tarpaulins and turn them into individual recycled messenger bags?“

(Markus & Daniel Freitag, 1993)


Concept


The FREITAG product F13 TOP CAT ARCHITYPE (1993)


Recycled Individual Products (R.I.P)


The story The brand


From truck till bag 6 The individual recycled messenger bag


From truck till bag 5 The used truck tarp sections, bicycles inner tubes, seat belts and labels are sewn together


From truck till bag 4 Cutting is still done by hand using a sharp utility knife


From truck till bag 3 The tarps are carefully cleaned in special washing machines


From truck till bag 2 Flaws such as straps, eyes and damaged material are removed


From truck till bag 1 Due to weathering, truck tarps have to be changed every 5 to 8 years


Brand introduction

The FREITAG brand


Brand initiative 1

Urban


Brand initiative 2

Recontextualized


Brand initiative 3

Funktional design


Brand personality 1

Honest


Brand personality 2

Slightly fucked up


Brand personality 3

Intelligent


Brand platform


Brand experience


FREITAG Shop Zurich, recontainerized


FREITAG flagship shop, Zurich, since 2006


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

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  - FREITAG book published by Lars Müller Verlag 2008 - FREITAG book Japan pubished by FREITAG JP 2010  - During the launch of their new FREITAG

REFERENCE the company issues a compilation of their experimental newspaper

«THE DAILY REFERENCE»

Thank you!


FREITAG lab.ag Hardstrasse 219/L 8005 Zurich Switzerland P.: +41 (0) 43 210 33 33

Back up slides


Facts and figures


Headquarters: FREITAG lab. ag, Zurich Year founded: 1993 Proprietors: Markus and Daniel Freitag Number of staff: 108 Production: 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: 300 tons used truck tarpaulins (per year) 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

„freitag – the designer bag with a conscience“ · thoughts „we need a bag with which we can...

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