Comments of the jury

Freitag’s bags are made out of old lorry tarpaulins. They first turned up in the early nineties, and many people thought they would be just a passing fad and would soon disappear from the market. They couldn’t have been further off the mark. In spite of all forebodings, Freitag bags have turned out to be a lasting feature of the scene, and the company is now justifiably regarded, both within Switzerland and abroad, as an iconic national brand. This has in part been the result of Freitag’s consistent design philosophy, which extends from product design to architecture, from shop decor and packaging graphics to the website. But an even more important factor is that Freitag has been convincingly committed to matters like sustainability and ecology, which everyone talks about today, right from the beginning and continues to be so.