Summary

• Études Studio has reimagined FREITAG’s F41 messenger bag, following the Swiss manufacturer’s upcycled ethos and introducing its bold brand identity into the design.
• The F41-E Hawaii Five-0 bag will be released on July 10 via Études Studio & FREITAG’s digital channels and select retail locations.

For the first time, FREITAG has joined forces with Études Studio, translating the distinct visual language of the French fashion label into the innovative Swiss brand’s iconic F41 messenger bags.

The collaboration between the two contemporary European labels manifests in an eye-catching reinterpretation of the iconic model, combining Études Studio’s modern aesthetic with FREITAG’s expertise in utilitarian product design.

“With this collaboration, we’ve brought together our passion for repurposing used materials and Études Studio’s bold artistic vision,” shared Giulia Chéhab, Holistic Designer at FREITAG. “Each bag bears the traces of its first life on the road and carries the distinctive visual marks of our brands,” she added.

By using solely upcycled truck tarp, each bag is imbued with a unique coloration and pre-existing graphical elements that serve as the foundation of the design.

Following the careful curation of tarp panels, the materials for the collaboration were cleaned and cut at FREITAG’s Zurich headquarters and finally, assembled by one of the brand’s close production partners.

By matching used tarps with Études Studio’s signature Yves Klein-inspired blue and emblazoning the bags with its Europa star motif, FREITAG’s utilitarian bags are reimagined with a layered identity.

The label was born in 1993, when graphic designers Markus and Daniel Freitag combined used truck tarps, discarded bicycle inner tubes, and old car seat belts to make the first FREITAG bag. Since then, the one-of-one aspect of its products has remained a central principle. Far from being a gimmick, the emphasis on circularity and reuse is ingrained in FREITAG’s roots.

The limited edition F41-E HAWAII FIVE-0 messenger bag will be available starting July 10, 2025 at selected FREITAG Stores, the Études Studio Flagship Store in Paris, selected retail partners, as well as online at freitag.ch and etudes-studio.com.