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Zurich, October 2026 – With REFERENCE, FREITAG continues to write its own story: the new line combines the brand’s visionary interpretation of upcycling with unexpected elegance. The launch begins with four timeless bags defined by perfected craftsmanship and elevated aesthetics. Distinctive, hand-selected truck tarpaulins that spent their first life on the road make every monochrome REFERENCE bag a one-of-a-kind.

Since 1993, FREITAG has stood for timeless, long-lasting, one-off items made from used and discarded materials. Now the Zurich bag manufacturer is opening a new chapter, inspired by repeated requests for bags versatile enough to move seamlessly from practical everyday use to evening occasions and special moments. First launched in 2009 and now re-imagined from the ground up, the REFERENCE line combines three decades of upcycling expertise with the precision of traditional craftsmanship. Starting October 8, 2026, four bags with an elevated, minimalist aesthetic mark the beginning of a new era.

The craft is the message
REFERENCE embodies discovery, thinking differently and mastery of a special craft. At FREITAG, that craft is the transformation of used truck tarpaulins. For REFERENCE, the raw material is put into an entirely new context to the point where it is almost unrecognizable. The message: truck tarpaulins are every bit the equal of classic luxury materials, especially when you work them with dedication, an obsession with detail and years of experience. Anne Bachmann, product designer with FREITAG for 16 years, was the mind behind the new generation of bags. Her view: «Used tarpaulins have no reason to hide their stories. Each one of them has a raw elegance of its own. And REFERENCE puts that firmly at the center.»

More than a bag
REFERENCE makes the case that style and sustainability can go hand in hand. The used tarpaulins for these one-of-a-kind-bags are sourced across Europe and painstakingly selected. The bags are manufactured in small series through an elaborate, craft-based process by European production partners, with some of the custom-made accessories made in Switzerland. «REFERENCE is attitude in the shape of a bag. The act of choosing one of these unique pieces is a statement in itself: it stands for resource-conscious material choices, for timeless elegance, and for rejecting the throwaway culture,» says Janine Bühler, CEO of FREITAG. «The forward-thinking design, meticulous finishing, and repairability enable a long, intensive bag life – fully in line with the circular economy.»

A first aid kit for bags
Wear and fatigue are part of a life well lived. That’s why every REFERENCE one-of-a-kind bag comes with its own repair kit: a practical pouch that can be taken apart, made from the same individual tarpaulin as the bag it belongs to and containing a piece of lining and the original sewing thread. In the event of damage, after many years spent with its owner, the bag can be repaired with its «own» original tarpaulin. Remove the thread and lining from the pouch, and the latter can be used for cards, keys and the like.

Industry and history as inspiration
Product designer Anne Bachmann found inspiration where FREITAG's history and identity can be felt up close: «Every time I walk through our factory, I realize that beauty happens where it isn't trying to.» Among the pieces of tarpaulin, utility cutting knives and oversized washing machines, she came across an unusual toothed metal part: an adjustment hook for heavy-duty shelving. This industrial artifact became the source of the central visual feature on every REFERENCE model – the striking magnetic clasp with punched branding.

Versatile bags, special details
The FREITAG REFERENCE chapter begins with four bag styles. R201 ELLY is a minimalist crossbody bag for the essentials. R202 BATES moves effortlessly from a classic, practical everyday companion to elegant evening bag. The convertible, extra-large tote bag R203 MAZIE comes with a detachable pouch and folds down to a smaller format. Finally, the shoulder bag R204 NAN with its striking shape is a contemporary eye-catcher. What unites them all are the pronounced trapezoid silhouettes, the form-defining seams at the sides and a lining made from recycled polyester. They give the collection a distinctive identity and visual lightness. All the bags can be carried or worn in different ways and come with a well-thought-out interior and unexpected details.

Of patina and color palettes
Constant wear and tear on Europe’s transit routes leaves scratches, streaks, fine wrinkles and lines – all the traces of a life on the move. This patina makes every bag one-of-a-kind. This fall, the new collection will launch in a palette of whites, silvers, reds and blues, in the most beautiful nuances the transit routes have to offer, along with a limited edition in black. And the REFERENCE story continues: additional models and seasonal colors will follow in spring and fall 2027.

FREITAG REFERENCE
An ever forward-thinking attitude, coupled with dedicated craftsmanship: REFERENCE represents a fresh take on the FREITAG philosophy. And shows that upcycling and elegance are not mutually exclusive.

R201 ELLY
The essentials bag, made from used truck tarpaulin with patina. For easy-going nights out, mornings at the café and walks around town. Can be worn crossbody or over the shoulder, or carried as a handbag.

• magnetically closed main compartment with room for essentials – fits a compact umbrella or a 0.5-liter bottle.
• zippered inner compartment for a smartphone and valuables
• understated, adjustable shoulder strap that lets the bag be worn crossbody or over the shoulder, or carried using the short handle
• made from used, hand-selected truck tarpaulins
• detachable repair kit made from the same tarpaulin
• each piece is one-of-a-kind

Launch: October 8, 2026
Dimensions: 260 × 70 × 120 mm / 10,24 × 2,76 × 4,72 inch (L × W × H)
Weight: 350 g
Volume: 1.5 l
Price: CHF 360 / EUR 360 / GBP 325 / USD 460 excl. TAX / JPY 59,200 / CNY 2,980 / KRW 534,000 / SGD 570

R202 BATES
The day-and-night bag. Designed for a multifaceted life full of stories, made from used, beautifully aged truck tarpaulins. Can be worn crossbody or as a shoulder bag

• roomy, zippered main compartment with tarpaulin flap, three-step magnetic closure for adjustable volume, with space for a 13" laptop
• soft, wide shoulder strap
• can also be worn crossbody thanks to a detachable, adjustable extra strap
• zippered inner compartment for valuables
• two inner slip pockets: narrow for earbuds, wide for an A6 notebook
• key docking loop with carabiner
• made from used, hand-selected truck tarpaulins
• detachable repair kit made from the same tarpaulin
• each piece is one-of-a-kind

Launch: October 8, 2026
Dimensions: 460 × 140 × 210 mm / 18,11 × 5,51 × 8,27 inch (L × W × H)
Weight: 907 g
Volume: 8-12 l
Price: CHF 520 / EUR 520 / GBP 470 / USD 660 excl. TAX / JPY 85,600 / CNY 4,380 / KRW 780,000 / SGD 830

R203 MAZIE
The extra-large convertible tote bag with almost endless room for an eclectic life—plus a detachable pouch for small items and valuables. Made from used truck tarpaulin, it can be worn as a shoulder bag.

• spacious main compartment with snap closure—shape and volume can be changed by folding in the sides
• detachable, separately usable mini pouch with tarpaulin loop and carabiner, for quick access to valuables
• A5 inner slip pocket and zippered inner compartment for all essentials
• narrow tarpaulin straps make it comfortable to carry over the shoulder
• made from used, hand-selected truck tarpaulins
• detachable repair kit made from the same tarpaulin
• each piece is one-of-a-kind

Launch: October 8, 2026
Dimensions: Bag: 680 × 220 × 360 mm / 26,77 × 8,66 × 14,17 inch (L × W × H) / Mini-pouch: 175 × 30 × 100 mm / 6,89 × 1,18 × 3,94 inch (L × W × H)
Weight: 945g (bag & mini-pouch)
Volume: 26-40 l (bag) / 0.4 l (mini-pouch)
Price: CHF 490 / EUR 490 / GBP 440 / USD 620 excl. TAX / JPY 81,200 / CNY 3,980 / KRW 728,000 / SGD 780

R204 NAN
The refined baguette bag. With a bold silhouette, room for what matters, and guaranteed to be a talking point. Made from upcycled truck tarpaulins, it can be worn over the shoulder or carried as a handbag.

• zippered main compartment including key loop
• slim outer slip pocket on the back
• tarpaulin straps make it comfortable to carry on the shoulder, over the elbow or in the hand
• zippered inner compartment for valuables
• two inner slip pockets: narrow for earbuds, wide for an A6 notebook
• made from used, hand-selected truck tarpaulins
• detachable repair kit made from the same tarpaulin
• each piece is one-of-a-kind

Launch: October 8, 2026
Dimensions: 410 × 120 × 160 mm / 16,14 × 4,72 × 6,30 inch (L × W × H)
Weight: 505 g
Volume: 4 l
Price: CHF 420 / EUR 420 / GBP 380 / USD 530 excl. TAX / JPY 69,200 / CNY 3,530 / KRW 624,000 / SGD 660