Études Studio Reimagines FREITAG’s Iconic F41 Messenger Bag with Bold Brand Identity
Études Studio and FREITAG have joined forces to create a new version of the iconic F41 messenger bag, incorporating the Swiss brand’s upcycled ethos and the French fashion label’s modern aesthetic. The F41-E Hawaii Five-0 bag will be available on July 10 through both brands’ digital channels and select retail locations.
The Perfect Collaboration: FREITAG x Études Studio
For the first time, FREITAG has partnered with Études Studio to bring the distinct visual language of the French fashion label to the innovative Swiss brand’s iconic F41 messenger bags. The result is a striking reinterpretation of the classic model, combining Études Studio’s bold artistic vision with FREITAG’s expertise in utilitarian product design.
Unique and Sustainable Design
Each bag in this collaboration is made from upcycled truck tarp, giving it a one-of-a-kind coloration and pre-existing graphical elements. The materials were carefully curated, cleaned, and cut at FREITAG’s Zurich headquarters before being assembled by one of the brand’s production partners. By incorporating Études Studio’s signature Yves Klein-inspired blue and Europa star motif, the bags are given a layered identity that sets them apart from traditional utilitarian bags.
The Story Behind FREITAG
FREITAG was founded in 1993 by graphic designers Markus and Daniel Freitag, who combined used truck tarps, discarded bicycle inner tubes, and old car seat belts to create their first bag. Since then, the brand has remained committed to using upcycled materials and creating one-of-a-kind products. This emphasis on circularity and reuse is deeply ingrained in the brand’s roots and is more than just a gimmick.
Get Your Hands on the Limited Edition F41-E HAWAII FIVE-0 Bag
The F41-E Hawaii Five-0 messenger bag will be available in limited quantities starting July 10, 2025 at selected FREITAG stores, the Études Studio flagship store in Paris, select retail partners, and online at freitag.ch and etudes-studio.com. Don’t miss your chance to own a piece of this unique and sustainable collaboration.
