THE NEW REFERENCE
Markus & Daniel
WHO, HOW, WHY, WHERE?
WHO IS FREITAG? Graphic designer brothers Markus and Daniel Freitag.
HOW DID IT ALL START? Back in 1993, Markus and Daniel Freitag were on the lookout for a messenger bag. Zurich citizens worthy of the name travel by bicycle - 'velo,' they call it. When it rains, they get wet. The Freitag brothers wanted a heavy-duty, functional and water-repellent bag to carry their designs. Inspired by the cheerfully coloured lorries rumbling along the cross-Zurich highway just in front of their flat, they cut a messenger bag out of an old truck tarpaulin. As the carry belt, they used second-hand car seat-belt webbing, while an old bicycle inner tube provided the edging.
WHY RECYCLED MATERIALS? The basic idea was to make something useful from waste. Then, they started looking into truck tarpaulins because they didn’t know of any other material that was as tough. It was a mixture of intent and coincidence. The recycling idea is very important to them. But, they also want to offer functional, robust and stylish products — a bag that is fun to use in everyday life. The recycling gives it its unique character.