Design Branding/Business

Freitag: Out Of The Bag

Freitag : Out Of The Bag

Renate Menzi (Author)

Lee Su-yeong (Translator)

2013. 5. 27. 312 pages 128×188 mm Softcover 9788970596860 KRW 22,000

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Freitag: Out Of The Bag traces the remarkable journey of Freitag, a Swiss company based in Zurich, known for crafting unique bags from recycled materials such as truck tarpaulins and bicycle inner tubes. Since its founding in 1993 with a single bag, Freitag has grown into a globally recognized brand, exporting over 300,000 bags annually while maintaining a distinct identity and cultural cachet.

This book provides an in-depth exploration of Freitag’s evolution, featuring extensive documentation and illustrations. Through interviews with the Freitag brothers, employees, and collaborators, readers gain insight into the company’s approach to product design, manufacturing, distribution, and marketing. It delves into the paradox of ‘individualized mass production’, revealing how Freitag employs humor and irony as part of its communication strategy.

Renate Menzi

Renate Menzi enjoyed a craft-based design education at the Kunstgewerbeschule Zürich, which she continued at the Bezalel Academy in Jerusalem. Having graduated in 1996, she worked as an assistant at the Chair of Visual Design in the Department of Architecture at ETH Zurich and studied Theory of Design and Art at the Zurich University of the Arts. Since 2008, she is the curator of the design collection at the Museum für Gestaltung Zürich where she teaches, collects, researches and publishes in the field of design. Exhibitions she curated include: Make up – Design der Oberfläche (2010), 100 Jahre Schweizer Design (2014), Collection Highlights (2018), and 6 Zimmer × 6 Positionen (2021).

Lee Su-yeong

Lee Su-yeong graduated from the Department of Korean Language and Literature at Yonsei University and the Graduate School of Comparative Literature at the same school. She has worked as an editor, journalist, and exhibition organizer, and began translating humanities books such as Bandit: A History of Healing. She has translated the novels Even the Dogs, Wildlife, and I Am Number Four, the memoir My Korean Delhi, and the travelogue Your Siberia. When she wants to indulge her eyes and rejuvenate her soul, she translates design books.

Ahn Graphics

Freitag: Out Of The Bag