Freitag eyes next big step in eco-conscious Korean market

Markus Freitag, co-founder of Swiss bag brand “Freitag” / Courtesy of Freitag

By Kim Jae-heun

A new model of Freitag’s tote bags

New models of Freitag’s tote bags

Swiss brand Freitag, best known for its eco-friendly, functional and water-repellent messenger bags, was popular years ago. However, the Freitag bag is hardly seen on the streets of Seoul anymore and people were starting to forget the brand. Markus Freitag, co-founder of the brand with his brother Daniel Freitag, visited Korea to revive its glory, last week.

“I don’t think our products follow the trends and they are rather quality bags with functionality that can be used for a long time,” said Freitag during an interview with The Korea Times, April 22. “We had our ups and downs but we are growing steadily. This is the pace before the next big step in Korea.”

Markus and Daniel established the brand under their family name in 1993 when they were looking for a strong and practical messenger bag to wear while bike riding in Zurich. They noticed colorful lorries parked along the side of the road in front of their apartment and decided to make a bag out of old truck tarpaulins. The brothers used second-hand car seat-belt webbing for the carry belt and old bicycle inner tubes to finish the product’s edge. Markus and Daniel were only 22 and 21 years old at the time.

“We had been interested in designing products but not bags. Daniel is graphic designer and I am display artist. It is already 23 years ago. Even today, we still don’t realize what is happening in our life,” Markus said.

An employee at Freitag works on a “Reference” line bag at its factory in Switzerland. / Courtesy of Freitag

After launching the brand in Korea in 2011, there are 21 multi-shops selling some 50 Freitag models now including 10 in Seoul. The product lines are divided into "Fundamentals” and the more elegant line "Reference.”

Elisabeth Isenegger, a Freitag media representative, emphasized that depending on different regions or countries, the favorite bag models and colors vary. She also added that the color range of the bags does not follow any trends, but it is defined by the “truck tarpaulin fashion”of a decade ago.

“Sometimes people struggle to choose which design and color, even for an hour at the store. First they have to decide what bag they need, then color and the design.

“Sometimes people discuss about which bag to purchase on FaceTime with their friends and tell us that they cannot decide today so they will revisit tomorrow,” said Markus.

However, he said the best-selling item now is its mobile-phone case for the iPhone and Samsung smartphones. Also the messenger bags are steady sellers as they are the classic design of the brand. Of tote bags and backpacks are gaining popularity.

The Freitags believe the inventiveness of their products and functionality with unique design are key factors for people to purchase their goods.

“The quality is not so bad. It lasts pretty long, depends on the age of the material. One can be ten years old and other can be five, we never know. Also we get letters from people that let us know our customers met each other because of our bag. It is communicating product. Not many brands have this characteristic,” said Markus.

The bag brand has no plan of collaborating with local brands or artists but has launched a new clothing line using other eco-friendly materials like linen and other pieces being 100 percent biodegradable after they reached the end of their lifespan.

“The reason why we are trying to make a comeback in the Korean market is that Korean consumers are mature enough to care about the environment and they count on our brand value to remain nature friendly,” they said.