Interview with Freitag Executive Oliver Brunschwiler on Sustainable Design Philosophy

An interview with Oliver Brunschwiler, Lead Link at Freitag, provides insights into the Swiss brand's origins and evolution. Founded in 1993 by brothers Markus and Daniel Freitag, the company began when the graphic designers created messenger bags from recycled truck tarps, bicycle inner tubes, and car seat belts. Their first design, the F13 TOP CAT, later entered the Museum of Modern Art's collection in New York. Brunschwiler, who has worked at Freitag for over five years, explains that while the company's core principles of sustainability and circular thinking remain unchanged, they have expanded into new areas. This includes launching a fully biodegradable clothing line made from hemp and linen fibers five years ago. The company adopted a Holacracy organizational structure three years ago to distribute decision-making authority. Brunschwiler notes that working with recycled materials presents scalability challenges, as raw materials like truck tarps are limited in supply, but this has allowed for organic growth. He criticizes brands that engage in greenwashing rather than implementing comprehensive sustainable practices. Freitag recently introduced a Sweat-Yourself retail shop in Zurich, where customers can assemble their own bags, and launched a bag exchange platform called Shopping Without Any Payment (S.W.A.P.), which operates like a dating app for swapping pre-owned items. The brand aims to inspire alternative production and consumption models beyond its product offerings.