November 28, 2013 – FREITAG FUNDAMENTALS
Life is complicated. Everyone wants to be treated the same but nobody wants to be lumped together with everyone else. That's why at FREITAG we make sure that everyone gets their own one-of-a-kind product. Smartphones, too, are basically all the same: more or less smart, but each one is fragile and in need of protection. Thanks to our unique sleeves, all of them are protected equally and none of them will ever be mixed up with each other again. With the Samsung Galaxy S®4 we are now welcoming the newest smart member to our highly talented patchwork F-amily and invite all urban individualists to select their very own F333 SLEEVE for Galaxy S®4.
Our newly developed Christmas, birthday or just-because gift may look like a boring white paper bag, but it is in fact a fragile, unforgettable expression of love. With the G12 WHITE DRAGNET and accompanying voucher, you can give someone the free choice of a tough, water-repellent
F12 DRAGNET from the store where you bought the G12. And because – as stated so succinctly above – personalized gifts are the best gifts, our white paper dragnet is just waiting for you to individualize it with markers, crayons, finger paints, or any other kind of color.
November 14, 2013 – FREITAG FUNDAMENTALS
The modern business world is complex and dangerous. More and more information must be processed, saved and moved around at an increasingly rapid pace, pushing any system to the limits of its capacities.
We hope that you share our concern about the issues of the modern brainworker and will help out by spreading our F-antastic news.
November 14, 2013 – FREITAG FUNDAMENTALS
Home is where the office is. Who doesn’t have a similar sob story? However, if you happen to like your work and – thanks to our new Laptop Bag F301 MOSS or Business Bag F302 ROY – can easily pack your office into your bag, then your story definitely has a happy ending. Modern brainworkers are now at home everywhere and can work wherever the urge takes them and where managers won’t stick their noses into everything, knowing that their Apple, pears and other fruits of their labor are well protected at all times.
CLEVER AND SMALL
The padded laptop bag for every occasion. If an idea strikes while you’re on the go, your Ultrabook (up to 15") is right at your fingertips. If disaster strikes in an office abroad, it can be packed quickly. If you take a fall on the freshly-polished floor and your bag strikes it really hard, its contents will be well protected. Naturally, F301 MOSS remains a striking accessory even when you strike out. The attraction is not just aesthetic – the bag impresses with its numerous features and functions, as well.
THE MOBILE CUBE FARM
Due to space restrictions, we can’t write as many good things about F302 ROY as he actually deserves. However, the bag itself has significantly fewer space problems. Numerous inside and outside pockets offer room for all the important everyday tools needed for urban safaris and intercontinental expeditions. The most comfortable spot is reserved for Ultrabooks up to 15" – a padded and removable inner pocket, which means you can also leave your office at home sometimes. Or vice versa.
“I often try to present something on stage that is fundamentally invisible in its normality, in its inconspicuousness, hidden behind a general acceptance.”
Milo Rau was a guest at “FREITAG am Donnerstag” in the FREITAG Store in Cologne on October 17. In this 60-minute film, find out how the director researches his staged realities and why he is able to outperform even some reporters when it comes to tracking down information.
What does wealth mean? What does happiness mean? Does money make people happy? Could a rainbow make people even happier? And if it could, which colors of the rainbow would make people the happiest? These are questions that have kept us – as deep-thinking wallet makers – up at night and for which we can now provide all-encompassing, albeit temporary, answers.
Seeing as there are almost as many individual opinions on the topic as there are unique FREITAG products, we are limiting ourselves here to our two best and latest answers: F554 MAX & F555 CAROLINE – The new FREITAG truck-tarp-money-transporters that can carry any type and quantity of wealth in snap-fastened safety and which are now available in every individual happy-making color of the transport-route rainbow.
The medium-sized money transporter made from truck tarps with room for more than six cards, all the identification and memberships possibly needed, and more happiness than can ever be spent.
The large wealth transporter with room for more than 12 plastic, cardboard and platinum cards, various identities and all the happiness in the world.
September 26, 2013 – FREITAG STORIES
At this point, we admit that some exaggeration often creeps in and the stretchability of the truth gets tested. That’s why it wouldn’t surprise us if somebody started to suspect that FREITAG bags are actually made out of new tarps by robots in the F-ar East.
We can now put to rest such worries for good. Our new public relations officers are our F-Workers themselves. They don’t invent stories – they just tell you the unembellished truth about FREITAG bag-making live from the F-actory. HeartcoreThomas is our reporter from the Cutting Department. HighlifeMustapha is our correspondent in the Laundry Department and HeadphoneLara is our bag designer with a sharp knife in her hand that she only puts down to shoot something (with her camera, of course).
We admit it – the packaging is more important to us than the content. In this sense, we’re like a truck, because whether it is transporting apples or pears is less important to it than the beautiful tarp it uses to make heads turn at truck stops and provide its freight with the best protection possible.
That’s why we’re especially pleased that our sleeves are now ready to embrace not only MacBooks but also every other type of Ultrabook.
F401 SLEEVE for Ultrabooks
For 11" MacBook® Air and all 11" Ultrabooks
F411 SLEEVE for Ultrabooks
For 13" MacBook® Air, 13" MacBook® Pro with Retina Display and all 13" Ultrabooks
F421 SLEEVE for Ultrabooks
For 15" MacBook® Pro with Retina Display and all 15" Ultrabooks
The three sleeves offer their sensitive cargo the well-known FREITAG protection thanks to a padded inner lining and tough truck-tarp outer shell. Each one is available in countless different and differently aged truck-tarp colors. Furthermore, all FREITAG sleeves are doubly safe: in addition to the invisible velcro fastener, there is also a thoughtfully-functional string fastener on the back, because after all, everyone wants to be pulling the strings behind the scenes.
At the grand opening, we partied hard, a traditional K-Truck tarp was painted, sprayed, colored and then cold-bloodedly chopped into small, never-seen-before F-Gimmicks, and gallons of sake were consumed. From that point on, our memory grows hazy, but luckily, there are photos!
We are now exporting not only unique truck-tarp products but also the entire, enormous Swiss transit symbol – the Gotthard (the tunnel, not the band). We have installed a Swiss Gotthard-tunnel-like stereo-entrance-exit transit system in our new FREITAG Store Tokyo Shibuya. Just like the hole in the Gotthard Massif that breaks through otherwise almost insurmountable cantonal borders and unites people, our new F-lagship in Tokyo also enables a mentality-unifying method of transit. An inclined tarp connoisseur can enter the store from hip Cat Street, for example, and then leave with one or two F-Products via Meiji Street. Or vice versa. Or visitors can leave the same way they came in – endless combinations, just like our bags and successories have been offering since time immemorial.
And it is more than likely that one of the 1400 FUNDAMENTALS and 60 REFERENCE R.I.P.s (Recycled Individual Products) has also rolled through the Gotthard at some time or another. So, hie yourself off to the store immediately.
We look forward to seeing you & mata ne!
(We’re almost certain this means “catch you later” among friends.)
“A long-term project is like a collection that continually grows. A collection of images that repeatedly allows new associations to be made.”
Meinrad Schade was a guest at “FREITAG am Donnerstag” at the FREITAG REFERENCE Store in Zurich on August 22. Find out how he reinterprets wartime photography and why he prefers working on long-term projects without clearly-defined parameters in this 60-minute film.
It’s obvious that the female urban hedonists among you do not want to lock their bikes or their hedonism up in the basement at night. That’s why we’re especially pleased to be able to provide you with the perfectly-equipped-for-all-nocturnal-activities REFERENCE bag.
Available in all the trendy truck tarp colors from the year 2003.
The new F26 AGENDA 2014 is not only available immediately online and offline – it will also be ready to be put to good use starting in the fall of 2013 when the new college year begins. After all, you’re never too old to learn. We’re all eternal students, just like our smart product is and will be eternally analog – with a splash-resistant truck-tarp cover and shatter-proof flex display.
Happy birthday, F13 TOP CAT! You have lived a long and happy life and now you can extend it even further. On July 5, we not only raised our glasses to the bag that turned a German day of the week into a friendly bag empire; we also set her free. Each of our 160 F-Workers was given a numbered F13 TOP CAT Limited Edition and released into the wild in and around Zurich for the good of this world and the one hereafter.
The bags are now fighting their way through the urban jungle. We are waiting excitedly for virtual signs of life from their new keepers from the big, wide world.
The best updates from our space and time-travelers made from used truck tarps can be found here.
«I think that the most exciting thing for me about being a journalist is that you can play around with a very rigid format, with this objectivity expectation of the reader.»
Tom Kummer was a guest at “FREITAG am Donnerstag” in Berlin on June 27. In this 90-minute film, you can find out what truly fascinates Kummer about the border fence between Mexico and the USA, whether he was actually jailed while researching a story and what he really doesn’t like talking about.
Every two years, the Swiss culture-export organization Pro Helvetia is responsible for the Swiss pavilion at the “La Biennale di Venezia” international art exhibition and this year, it chose us to be the official bag-supplier for its visitors. We wanted to make the most of this chance of course, so we thought long and hard while our bag designers sat and sharpened their knives, and by the end of May, we were ready: the international art elites were outfitted with our TOTE MODERN Limited Edition FENEDIG (“Venedig” is German for Venice) and sent gondola-ing off to celebrate their good luck.
In order to avoid being too elitist, however, there are a few of the TOTE MODERN Limited Edition FENEDIG bags available for you as well – if you travel to Venice, that is. Together with our longstanding partner, TONOLO SELEZIONI, we have opened a Pop-up Store in conjunction with the 55th “La Biennale di Venezia” international art exhibition and look forward to loads of artsy-tarpsy customers gondola-ing by.
An unerring feel for the zeitgeist coupled with an inimitable sense of style were the secrets of columnist Fanny Fern’s success – and they are also the hallmarks of the R118 FERN business bag, named in her honor. With the unmistakable REFERENCE style elements, individualistic double clasp and refined functionality, the FERN will unerringly satisfy all the needs of its urban owners.
R118 FERN, handicrafted work of tarp art is now available on- and offline and comes in all the trendy tarp colors from 2003 – the year in which America’s number one housewife, Martha Stewart, stepped off the edge of her pedestal.
Features: Document compartment with metal buckle, pocket for 15” Macbook Pro® with padded bottom, zippered and textile inside compartments, handles and removable shoulder strap.
«It was Important for me to have someone who can tell the story. I’m not a journalist, nor a writer. It’s hard for me to express myself.»
Illustrator Olivier Kugler was a guest at «FREITAG am Donnerstag» in Hamburg on April 18. In the 90-minute film, you will learn how he naively set out to travel through Iran, what he was afraid of in the apartment of an ex-Mafiosi, and how he would like to further develop his style.
We already took a leap and opened our own stores with great success in far-off Tokyo and New York. It is only now, on our 20th birthday, that we are finally daring to take a leap into the nearby unknown – the French-speaking part of Switzerland. On May 1, when speeches, parades and stone-throwing will mark Labor Day celebrations, the 10th FREITAG Store will be opening its doors in Lausanne and supplying the “Romandie” with R.I.P.s (Recycled Individual Products).
Our in-house V30 FREITAG SKID shelving system will also be set up in the one and only FFF-Store (First French-speaking FREITAG Store) Rue Neuve 6. There will be 1500 archetypal FUNDAMENTALS models along with the current, unicolored, ingenious vintage-tarp classics from the REFERENCE collection waiting for our urban F-riends in western Switzerland in and on the shelves with a total floor space covering 1300 sq ft.
Au revoir à Lausanne!
FREITAG Store Lausanne
Rue Neuve 6, 1003 Lausanne
Tel: +41 (0)21 311 20 80
Mon – Fri: 10:00 am–6:30 pm
Sat: 9:00 am–6:00 pm
What might sound like a FREITAG untypical, gimmicky special offer is in reality a F-undamentally unique, highly sought-after, limited and extremely special offer for FREITAG fans as well as anybody else who feels happiest when their socks and suspenders are color-coordinated. With the F701 TRIO, for the first time ever you can buy several FREITAG unique items cut from the same tarp. The formula: F05 BLAIR + F07 CHUCK + F91 PRITCHETT = F701 TRIO. And we’ve saved the best for last. The TRIO is actually a quartet. There is a gift hidden in every set.
“I believe that you are allowed to lie – lie about the truth.”
Thomas Glavinic, Austrian author and former taxi driver was a guest on March 21 at the F-Store Vienna. Find out why the reader should really know more about the reporter than the reportage, how you can make the truth more elastic, where Glavinic would like to travel despite his mortal fears, and where he finds good stories, watch the 40-minute film.
What might sound like advanced schizophrenia is the simple and unadorned truth: R519 DE LA CRUZ is the bag-turned-beauty-queen among the all-in-one-rs; it’s the bag-turned-Trojan-horse.
It’s not just one, but two bags: For the bigger-than-expected purchase, the our-affair-is-now-over-and-the-drawer-is-no-longer-yours, or for the just-one-more-file-to-take-home scenario: With just a few flicks of the finger, the inside lining of R519 DE LA CRUZ transforms into a helpful, full-fledged second bag.
It’s a bag with a bag inside the bag: For the first time, the inside lining of a FREITAG 100%-recycled-truck-tarp outer bag is made of 100%-recycled PET plastic. Feel free to raise a silent glass in homage. May there be many more to come.
It’s not just for women but also for men: It may be named after the Mexican nun and poetess Inés de la Cruz of the Baroque school, but its form is masculine enough that the supposedly stronger sex will also use it to organize their lives. (Yeah right!)
We know, of course, that all, and we mean all, of our newsletter readers always, and we mean always, cycle everywhere and thus don’t need a free bike or to be told that the warmer months are about to begin. So please pass it on or write it across your forehead during your next weekend trip to Zurich, Berlin, Hamburg, Cologne or Vienna: As of the start of spring, everyone, and we mean everyone, can take a fixie with a bag out for a free spin from all of the European F-Stores (except Davos).
To the Store Locator
Together with REPORTAGEN, FREITAG invites you for an evening with:
The Austrian author will be talking about facts and fiction – and possibly about Wikipedia.
March 21, 2013 at
FREITAG Store, Neubaugasse 26, 1070 Vienna
Doors open at 6 pm. Lecture begins at 6:30 pm.
The «FREITAG am Donnerstag» (litterally: FRIDAY on Thursday) lecture series provides a look at one of the most fascinating forms of journalism and encourages discussion about it.
Please register here for the comming lecture (to be held in German).
Doris Dörrie, film director and author of novels, children’s books and short stories, was a guest of “FREITAG am Donnerstag” at MAGAZIN München on January 24.
“When I tell you a story, I don’t want you to fall asleep.”
“I am a workaholic who considers even herself lazy.”
Watch the film and find out why entertainment is a skilled trade for Doris Dörrie, what the fundamental requirements for writing are, and why she likes to just sit there and watch the grass grow.
For us, it’s really not a question of size. FREITAG has the right fit for everything – as long as it comes from Cupertino – from the really small (iPhones) to the really big (iPad 1) and now for something somewhere in the middle. Just because we’re not picky doesn’t mean we don’t give it our absolute all, however. The opposite is true. We’re getting better every day and, thanks to our vast experience in protecting iGadgets with truck tarps, the Mini can feel completely safe and sound as it travels the world in its FREITAG Sleeve. The assorted-colored quick-draw tab, content-polishing interior lining and tough truck tarp are further proof that function and design, not size, are what is important to us. If you still don’t believe us, the only thing left for you to do is check out our Online Store.
Whether you used to prefer playing the fierce Native American warrior or the cowboy-protected paleface isn't the main question here. FREITAG REFERENCE bags are perfect for all present-day urban bike-riding hedonists. Our question is quite simply, "What is your favorite color?", because FREITAG REFERENCE bags now come in every imaginable trendy truck tarp color from 2003.
As contemporary and fashionable as our bags may be, the tarps that they are cut from are all more or less exactly one decade old by the time they arrive in our F-actory. They were designed when the iPod still had a click wheel and they were being strapped to their transport trucks when Britney kissed Madonna. Now, 10 years and thousands of miles later, they define our COLORADO, the color palette of FREITAG REFERENCE. Each of our products has its own asynchronous moment, you could say. A bag vibrating in the here and now with flashbacks to a time too far back to be contemporary and too near to the present to be retro-cool. FREITAG REFERENCE - Fashion out of Fashion.
Six REFERENCE classics and three new arrivals are available from January 17, 2013, from selected F-Dealers in COLORADO 2003. Since truck tarp designers don't adhere to the seasonal collection rhythm, the new REFERENCE bags will be available not only until next fall but also for all eternity (or at least until 2023).
«What does the perfect bag for journalistic daredevils look like?» was the question put to us by DAS MAGAZIN, the Swiss weekly magazine, in 2009. The answer: R099 WYSS. Since then, FREITAG REFERENCE and its exquisite works of tarp-design art have been striking fear in the hearts of all the traditional calf-and-crocodile-skin-recycling bag manufacturers. The bags from weathered, unicolored truck tarpaulins and galvanized metal buckles remain true to their design roots, reaching back to couriers on horseback from the 18th century. They also effortlessly satisfy the demands of all urban hedonists for detail-conscious functionality, created from top-quality materials.