Reusing Truck Tarps to Make Messenger Bags! The History of FREITAG's Challenge

FREITAG is a brand that creates unique, one-of-a-kind bags and goods by reusing used truck tarps. It has been addressing environmental issues and maintaining a large fan base since before terms like SDGs and sustainability became widespread.

We spoke with Yusuke Wakino, Business Development Manager at FREITAG lab.Japan, about the history and initiatives of FREITAG.

"The brand was founded in 1993 in Zurich, Switzerland. It was started by brothers—Markus Freitag and Daniel Freitag.

"FREITAG translates literally from German to 'Friday.' The brand name embodies the positive vibe and excitement associated with Friday, akin to Japan's 'Hanakin ('Flower Friday') or America's 'TGIF.'"

"Before discussing how the brothers started making bags, it's important to mention Switzerland. Although it's known for tourism, Switzerland also has a highly advanced recycling system.

"Segregation is highly developed, and waste is treated as a resource. Against this backdrop, the Freitag brothers grew up seeing discarded items as potential materials rather than waste, often picking up scrap metal on collection days to play with. This mindset stayed with them.