Artist: Mohamed Bourouissa @mohamedbourouissa
Photographer: Jesper Damsgaard Lund @jesperdlund
Light: Christian Bragg @christiannbragg
Hair & Makeup: RAYoung .K @raykmode

Packshots: Product.Paris
Making-of: undund.info

Where color becomes expression and gesture becomes signature.

Zurich / Paris, May 2025 – FREITAG and Études Studio have come together to launch an exclusive collaboration, uniting the Zurich-based bag makers’ dedication to transforming used materials into functional design with the Parisian fashion brand’s graphic language rooted in art and urban culture. Reimagining FREITAG’s iconic F41 HAWAII FIVE-0, this limited edition release is crafted exclusively from upcycled truck tarps, sourced in carefully curated shades that resemble Étude Studio's signature blue. Shaped by the road, each piece is one-of-a-kind and serves as a canvas for a manual graphic intervention. Études Studio’s signature stars are screen-printed onto the bags, highlighting the dialogue between raw functionality and visual expression.

Both loved and sought after by creatives around the world, Études Studio and FREITAG collaborate on a limited edition series of messenger bags. Aurélien Arbet, co-founder and creative director of Études Studio, explains: «Inspired by the bold, urban spirit of those who carry FREITAG bags every day, our collaboration felt like a natural fit.»

The result is a creative take on F41 HAWAII FIVE-0, an iconic FREITAG messenger bag. The one-offs are made from used truck tarps in different shades of blue, the signature color of the Parisian brand, and carry their emblematic stars, screen-printed in a Zurich studio. Each bag is strikingly co-branded with a playful logo hack that merges Études Studio’s signature «É» with the FREITAG logo in black.

«With this collaboration, we've brought together our passion for repurposing used materials and Études Studio's bold artistic vision,» says Giulia Chéhab, Holistic Designer at FREITAG. «Each bag bears the traces of its first life on the road and carries the distinctive visual marks of our brands.» For the limited edition, F41-E HAWAII FIVE-0, FREITAG selected the most beautiful, worn-out truck tarps in blue, along with a few pieces with additional accent color. The used tarps were then dismantled, washed and cut at FREITAG’s Zurich headquarters and assembled together by a long-standing European production partner.

Paris-based fashion brand Études Studio seamlessly blends fashion, art, and publishing. Founded in 2012 by Jérémie Egry and Aurélien Arbet, the Art Directors have carved out a unique space in the fashion industry with their culturally rooted approach. This resonates with the beginnings of FREITAG in 1993, when graphic designers Markus and Daniel Freitag created the first FREITAG messenger bag from used truck tarps, discarded bicycle inner tubes, and old car seat belts. Ever since, each bag and accessory is a one-off. This distinctive philosophy soon conquered urban creative scenes across Europe and Asia, as did Études Studio's highly sought-after collections and collaborations. Given the shared values between FREITAG and Études Studio, it was time to join forces and create a unique bag.

The limited edition F41-E HAWAII FIVE-0 messenger bag will be available starting July 10, 2025 at selected FREITAG Stores, the Études Studio Flagship Store in Paris, selected retail partners as well as online at freitag.ch and etudes-studio.com.

ABOUT FREITAG
FREITAG makes bags and accessories from used and, increasingly, circular materials. What began in Zurich in 1993 with messenger bags made from discarded truck tarps now comprises around 60 models, every product a one-off. FREITAG products are robust, functional everyday companions that, thanks to a range of repair and exchange services, can expect an even longer, more fulfilling life. FREITAG has its headquarters in Zurich-Oerlikon is still owned by the two founders, brothers Daniel and Markus Freitag, and employs around 220 people. The company also runs 30 FREITAG Stores worldwide.
www.freitag.ch @freitaglab #frtg

ABOUT ÉTUDES STUDIO
Études Studio is a Paris-based brand that expresses itself through various types of media—ranging from men's fashion all the way to book publishing. By occasioning collaborations between talents from diverse artistic backgrounds, Études Studio acts as a driving force and reflection of the contemporary landscape. Its vision results from an ever-evolving union between cultures, methods, and references. Located on Rue Debelleyme—Paris' central Marais— and surrounded by art galleries, the Flagship Store acts as a space to present collections, publications, and multidisciplinary projects.
www.etudes-studio.com @etudesstudio #ÉtudesStudio

@ undund.info