The results are paying off. The company’s latest innovation allows FREITAG fans to delve deeper into the brand’s world and play a direct role in the creation of their own FREITAG bag. In the Sweat Yourself Shop, FREITAG’s micro-manufactory located in District 4, a leisurely half hour stroll away from the flagship, individuals or groups of two are invited to book a DIY session. Over the course of an hour, they can art direct their own version of an exclusive new model, F718 BUH—also known as the ‘Self-Composed Shopper’, by selecting the five tarp cuts that make up the bag from a carefully-chosen range of colors. Then, guided by a FREITAG expert, they are invited to get hands on and carry out the steps of assembly that go into the shopper’s production, before enjoying a drink while the bag is sewn together right in front of their eyes. The resulting unique, self-made souvenir allows Zurich’s progressive design legacy to be carried off—and carried on.
