Zurich, April 2012
Hand-crafted release for industrial reproduction.

F R E I T A G   R E F E R E N C E
S P R I N G  /  S U M M E R  2 0 1 2 

L I M I T E D  E D I T I O N
 

LIFE’S A BEACH – IF YOU HAVE ONE.

1837 marked the birth of what you might call Zurich’s first city beach . That’s what you get from being geographically located at the center of Europe.

Don’t worry, we’re not about to claim the Swiss invented the concept of spilling cubic meters of sand, students and vodka onto a riverbank. Trusting the papers, everything began with «Paris Plage». But can one really trust the media in this? Wasn’t maybe the global hype some years back fueled by the simple fact that journalists themselves found solace there from a white-knuckle day of writing? Reclining on industrial quartz sand in the fading sunlight with a gin and tonic?

Whatever the story, the punchline is this: FREITAG proudly presents the very limited edition of the sweet-water beach bags «LETTEN», «PARIS PLAGE», «COPA CAGRANA», «BLIJBURG» and «BUNDESPRESSESTRAND», all based on the hand-woven REFERENCE R515 WILLIAMS, all featuring a cocktail of colors, with every color combination produced exactly 15 times. Worldwide . So better be quick on April 26, 2012.

And why is this cool? Because all the colors are selected from different series of used truck tarpaulins . Because they’re woven by hand. Because they’ll last longer than any city beach promoter. And because they’re FREITAG – lined with smart compartments and equipped with intelligent solutions like the built-in lanyard for your keys: very convenient getting home to your urban cabana after a copa too many.

Please mention the Photo Credit: Bruno Alder