Secrets Revealed: 30 Years of Circular Innovation from a Swiss Shoulder Bag Maker

Freitag has been making messenger bags and accessories from used truck tarps and other materials since the early 1990s. Its corporate philosophy is, “We think and act in cycles.” But what exactly does that mean? Let’s find out.

The company is widely regarded as one of the original champions of circular business. To learn more about their innovative approach, I interviewed Elisabeth Isenegger, communications lead and 13-year veteran at Freitag, by email in November. 

Suz Okie: Can you give a bit of background on Freitag’s origins and why circularity is so central to its strategy?  

Elisabeth Isenegger: Something that started with the recycling of discarded truck tarps has encouraged us time and time again to use resources and energy sparingly. 

Today, our main focus is keeping products and materials in circulation for as long as possible and working out how we can leave the linear economy behind us once and for all. 

Life-extending measures we have already implemented, such as upcycling, one-time recycling or repair, do not fully satisfy this goal. Instead, we are attempting to drive the circular economy by closing our material cycles and becoming a circular organization. …Furthermore, all good things deserve a second life.

Okie: How were repairability, durability and other circular principles factored into the design?

Isenegger: All of our bags are designed with repairability and durability in mind. This can be seen in the attached pouch made of recycled truck tarpaulin and the zips, which have been visibly sewn. Also, the piece of tarpaulin that was cut out of the pouch to insert the zip is used in the main compartment as a docking strap for keys. In this way, the tarpaulin is used efficiently and functionally in the product without leaving production leftovers. On top of this, the spare parts, such as punched reflectors, are provided for free in our stores so that the bag owner can fix some elements themselves, if they choose.

Okie: In regards to materials, how big of a waste stream are truck tarps, and why did Freitag start with this particular material stream? 

Isenegger: In the beginnings of Freitag in 1993, our two founders, graphic designers Markus and Daniel Freitag, were looking for a functional, water-repellent and robust bag to hold their creative work. Inspired by the multicolored heavy traffic that rumbled through the Zurich transit intersection in front of their flat, they developed a messenger bag from used truck tarpaulins, discarded bicycle inner tubes and car seat belts.

All-in-all, industry estimations claim that around 10 million square meters of (PVC) tarpaulins are produced every year. 

We are also working with various industrial partners to develop a circular tarpaulin that, even after a long second life as a Freitag bag, doesn’t end up in the garbage, but back in the cycle. The first prototypes of a circular tarp are now into its first round of testing by being mounted on small trucks, and in 2024 there will be a second test round with a first small fleet of trucks. Want to learn more about Freitag’s dedication to circularity? Read More to find out.