FREITAG gets a rebrand with "REFERENCE" Giving the brand a new look, without compromising its values

With REFERENCE, Zurich-based brand FREITAG — which since 1993 has transformed truck tarps into cult-status bags — opens a new chapter, moving away from the more utilitarian aesthetic that has defined its identity for over thirty years. The result is a collection that takes upcycling into uncharted territory, where minimalism, artisanal precision and contemporary elegance converge.

Used tarps, hand-selected from European roads, are reinterpreted through more refined silhouettes and a monochromatic palette that foregrounds the material itself. Though more polished than usual, this FREITAG collection still makes scratches, creases and the marks of time an integral part of the design. The brand's industrial aesthetic grows sophisticated without severing its ties to its own history.

Behind this transformation is Anne Bachmann, the brand's product designer for sixteen years, who channels FREITAG's know-how into a more pared-back vision. The debut features four styles: ELLY, a minimal crossbody; BATES, versatile enough for day or evening; MAZIE, an extra-large convertible tote; and NAN, a single-strap bag with a contemporary silhouette. Uniting them all: trapezoidal shapes, recycled polyester linings and a magnetic clasp bearing an engraved logo, inspired by a metal component found in the factory.

Each bag includes a repair kit made from the same tarp material, designed to extend the life of the accessories and give tangible form to the principle of circularity the brand has always championed. The collection launches in white, silver, red and blue, with a limited-edition black version.