The flagship FREITAG store in Milan is an absolute first in Italy, but also feels like déjà vu: FREITAG bags are created in Zurich using tarpaulins which – in their previous lives – spent five years traveling thousands of kilometers across Europe on trucks and, in all likelihood, were also part of the traffic on Milan’s ring road.
The Lombardy region is also an old friend to the biodegradable F-ABRIC clothing line, created entirely by FREITAG and manufactured in Europe. Indeed, the first durable fabric to be used in FREITAG pants, made from flax and hemp bast fibers, was spun by a local weaver that still supplies the Swiss brand.
Now, 1,500 unique items made from recycled materials, numerous accessories, and the F-ABRIC collection are landing in very heart of the city, housed in a typical 19th century Milanese industrial building, dotted with granite pillars and featuring vaulted terracotta ceilings. The new FREITAG store is close to the two main shopping streets – Corso Como and Corso Garibaldi – and right opposite the new Giangiacomo Feltrinelli Foundation, at the crossroads of trade and culture. There simply couldn’t be a finer location for FREITAG.
We raised a toast to our new location in the Salone del Mobile in Milan last week in the company of both locals and designers from all around the world. Our ‘closed cycle’ aperitifs – made from the finest food waste – were a hit, as were the other local, organic and alcoholic options on offer. Grazie a tutti per tutto!