Freitag - Out of the Bag

by Renate Menzi (Editor)

Back in 1993, graphic designer brothers Markus and Daniel Freitag were on the lookout for a messenger bag. Inspired by the cheerfully colored trucks rumbling along the highway that crossed the city of Zurich just in front of their apartment, they cut a messenger bag out of an old truck tarpaulin. The shoulder strap was fashioned from used car seatbelts, while an old bicycle inner tube provided the edging. Freitag bags soon became fashionable and the Freitag company now employs more than 120 people. The publication uses the example of Freitag to show that design does not end with the product. The history, products, manufacture, organization, distribution, marketing, and reception are explained, commented upon, and presented in often surprising ways. On the occasion of an exhibition dedicated to the Freitag story at Museum of Design Zurich, Lars Muller Publishers will publish a generously illustrated paperback book that includes interviews, documentation, and essays on the Freitag concept and its history.

Genres: Design

280 pages, Paperback

First published May 25, 2012

Reviews

[Salsabila Bratandari · Rating 4 out of 5]

3 things I would say about the book:

1. A book that unravel the history and inside of Freitag. An interesting read if you’re into the business of up-cycling products.
2. Writing format is transcript from interviews with prominent people in the Freitag business — which is simple and straightforward.
3. Insightful and inspiring, actually revealing a lot about the in and out of Freitag. A worthwhile reading if you’re interested in building a similar business as Freitag.

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Bought this book directly from the Freitag store in Swiss. I wasn’t familiar with the product at first, but saw the ads couple of times in my own country and saw a lot of people wore the brand during my trip in Swiss. I figured I’d like to see what’s special about the brand, so I went to the store.

I figured the book would give me some insight about the brand. I was actually looking for the actual process of producing the goods. The book was pretty detailed, it uncovers various aspect of the brand — such as their design, logistics, and even communication strategy. The information shared was written in a transcript format, so it wasn’t detailed like a step by step guide, but insightful enough to learn things directly from the person of interest.

I would recommend you to read if you have an interest towards Freitag as a brand.

[Annie · Rating 5 out of 5]

I'm a Freitag nut, so I loved this book.