Zürich & FREITAG REFERENCE
Last week we took a trip down to Zürich to the release of the FREITAG brothers new bag collection. Since 1993 FREITAG has been manufacturing bags inspired by messengers riding on wheels. Now they turn to those messengers writing on paper. The new FREITAG REFERENCE line is the meltdown of neo and retro: on one hand inspired by horse messengers of the 1800s, on the other hand initiated and endorsed by contemporary journalists.
We spent an inspiring day with the FREITAG bros & Co. getting to learn the story behind the unique Messenger Bags made of old truck tarpaulins, used cycle inner tubes and car seat belts... and how it has evolved to the new REFERENCE line. We got a tour of the F-Factory and Flagship Store and we also got to see the production of the DAILY REFERENCE - a newspaper which from September 2nd, 2010 through September 30th, 2010 is set and printed on an old book press with next-life statements coming from all around the world. You can contribute yourself here. Every morning, the editors and the Bros. congregate, debate and collate THE DAILY REFERENCE with the winning headline on the front and the winning bits on the back. All this is set and printed on a press dated 1840 located in their beautiful editorial space that you can see below. In this space the Brothers will also host Creative Mornings with talks from the likes of Swiss Miss, Wired Mag and NY Times.
I shot some fascinating video of the old classy men operating the press... will post that soon. For now check out all the pictures below!
New Reference Line
In beige - full collection here
In grey - full collection here
Mads blogging from the neat Editorial Space
Editorial Space
Editorial Space
Editorial Space
Editorial Space
Editorial Space
The Japanese love Freitag!
The Freitag Bro's
Editorial Space
Editorial Space
The Concept
The Messenger
Working the Press
Finding the letters
Sorting the letters
Working the Press
Proof check
The F-Factory
Each unique bag is 360 photographed directly for the online shop!
Not 1 is the same
Cutting the Tarp
Cutting the Tarp
The amazing Freitag Container Flagship Store
Freitag Container Flagship Store
Reference Line at the Flagship Store
Reference Line at the Flagship Store
The beautiful Swiss mountains from top of the Flagship store
For more photos please visit our Facebook Page
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