Since its inception, FREITAG has been thinking and acting circularly and reusing materials. On the occasion of Design Week 2023 in Milan, it is showing in the spaces of Dropcity, the new Center for Architecture and Design, prototypes of systems and materials for development under the banner of circularity. The installation begins with the story of FREITAG's birth and tells its approach toward the future.

Circularity as a figure of thought and action is deeply rooted in FREITAG's culture. With this exhibition in the Dropcity setting, the Swiss bag company will highlight two projects that look to the future by showing visions and perspectives under the banner of new circular materials.

FREITAG knows no alternative to the circular economy. Today everything revolves around the possibility of using products and materials for as long as possible, and the question of how we can break free from linear product cycles. Existing measures aimed at extending the life of products such as upcycling, one-time recycling, or repairs no longer meet the demands of an all-out effort. Rather, the brand aims to cycle its materials and establish itself as a circular organization.

In addition to the telling of its story, the installation, together with conceptual artists (as well as twins) Patrik and Frank Riklin, brings to absurdum, the supply chain of bag designers. From this artistic perspective, with "Circular Tarp," the Zurich-based brand develops a concrete and realistic idea for a circular future: together with various industrial partners, FREITAG is conducting research and working on the creation of the first circular truck tarps that, even after a long second life as bags, do not end up in the waste but return to circulation.

From April 15 to 23, 2023, the installation "Always Beta. Never Waste." in Dropcity's Tunnel 58 inside the 100-year-old artifact "Magazzini Raccordati" at Milan's Central Station shows new possibilities in the development of circular materials and product systems.