Markus Freitag
Co-founder of FREITAG, the Zurich bag maker
Markus Freitag is a Swiss designer who co-founded FREITAG in Zurich in 1993 with his brother Daniel. The company turns used truck tarpaulins, bicycle inner tubes and car seatbelts into one-of-a-kind bags and is widely regarded as a pioneer of upcycling and circular design in fashion accessories.
| Role | Co-founder, FREITAG |
|---|---|
| Founded | 1993, Zurich |
| Co-founder | Daniel Freitag |
| Born | 1970 |
| Known for | Upcycled truck tarpaulin bags |
Who is Markus Freitag?
Markus Freitag, born in 1970, is a Swiss designer and entrepreneur from Davos. Together with his brother Daniel Freitag he founded FREITAG, the Zurich company whose bags made from recycled truck tarpaulins have become a design icon. Both brothers trained as designers, and they continue to focus on design and on how the company presents itself to the outside world.
Career
In 1993 the Freitag brothers built their first messenger bag from a used truck tarpaulin, a bicycle inner tube and a car seatbelt. The aim was a robust, waterproof bag for cycling in the city. What began as a personal project grew into a company that today offers around 60 models.
FREITAG still sources its main material from used tarpaulins. The company processes several hundred tonnes of tarps a year, together with thousands of bicycle tubes and large quantities of seatbelts. Because each tarpaulin is cut individually, almost every bag is unique. Since 2011 production has been based in the NŒRD building in Zurich-Oerlikon. The brand sells through around 28 of its own stores and roughly 350 retail partners worldwide.
Key milestones in the company's development include:
- 2010 to 2014: Monika Walser served as chief executive while the founders focused on design
- 2014: launch of F-ABRIC, a textile made from hemp, linen and modal that is fully biodegradable
- 2016: adoption of a holacratic, self-organised company structure
- Expansion of circular services such as repair, take-back and rental
Influence on the fashion business
FREITAG is regularly cited as one of the earliest commercially successful upcycling brands. Long before circularity became an industry priority, the company built a business model around existing waste materials, individual products and long product life.
The company's current circular services include repairs, a take-back service for products at the end of their life and rental offers, all intended to keep products in use for as long as possible and return materials to the cycle afterwards.
Why it matters
For an industry now trying to reduce waste and adopt circular business models, the work of Markus and Daniel Freitag offers a long-running, profitable reference case. Their company shows how material constraints can become a design signature, and how a founder-led brand can combine product design, organisational experimentation and sustainability over three decades.
Frequently asked questions
Who is Markus Freitag?
Markus Freitag is a Swiss designer who co-founded the bag company FREITAG with his brother Daniel in Zurich in 1993. The company makes unique bags from used truck tarpaulins, bicycle inner tubes and seatbelts.
What is FREITAG known for?
FREITAG is known for upcycled messenger bags and accessories made from used truck tarpaulins, with almost every piece unique. It is also known for circular services such as repair and take-back and for its compostable textile F-ABRIC.