Freitag's Dada-esque campaigns: inside the Swiss brand's unconventional creative approach

Freitag creative director Thomas Wakeford discusses the brand's unique marketing philosophy, rooted in Dada-esque humour and upcycling. Founded in 1993 by graphic designers Markus and Daniel Freitag, the brand repurposes truck tarps into one-of-a-kind bags. Campaigns often feature real people rather than models, such as the Laura Bag launch casting multiple Lauras, and the F37 Renegade campaign in Tokyo with founders in sleeping bags. Recent projects include a collaboration with Dover Street Market Ginza using repurposed firehose mannequins, and the Cool Bag campaign playing on the phrase 'keeping it cool.' Wakeford emphasizes spontaneity and embracing chaos, noting that the best ideas often arise on set. The brand's circular philosophy extends from materials to marketing, recontextualizing everyday elements. Freitag aims for cross-generational appeal, with products like Lucky Trucking Charms made from production waste. Wakeford stresses longevity and honesty over trends, stating that timelessness comes from good design solving real problems.