ADDITIONAL Informative talk: FREITAG – how the Swiss label is conquering Asia (fully booked)

Date(s) - 05 November 2020
8:15 pm - 9:15 pm

Helvetia and Sons


Venue : Helvetia and Sons (Swiss Selection Singapore), 7a Haji Lane, 189200 Singapore.

Date: Thursday, 5 November 2020
Time: 20:15 – 21:15
Fee: SAS-members free, non-members pay SGD 10.-.

Dear Members & Friends

Since a lot among you showed a keen interest in the FREITAG talk, we spontaneously decided to hold a second session of the same talk later in the evening of the 5th of November. Please find all the information about the talk and registration below.

For sure you all know the colourful FREITAG bags made of used truck tarpaulins. They are as Swiss as a Rolex Watch or the REX ‘Sparschäler’. But do you know the story behind it and how this unique Swiss company operates and expands within South East Asia? Join us for an informative talk hosted by Douglas Koh, FREITAG Regional Business Development Manager and Seraina Peter, Founder Helvetia and Sons, Singapore. The two hosts will not only talk about how the brand got established in Asia, but also about what it takes to keep the business going, especially in times like these. The talk is held at Helvetia and Sons – an inspirational multi-brand pop-up store featuring carefully curated and hand-picked items from different Swiss brands and designers…a small Swiss oasis in Singapore’s tropical urban jungle.

About the brand FREITAG:
In 1993, graphic designers Markus and Daniel Freitag were looking for a functional, water-repellent and robust bag to hold their creative work. Inspired by the multicolored heavy traffic that rumbled through the Zurich transit intersection in front of their flat, they developed a messenger bag from used truck tarpaulins, discarded bicycle inner tubes and car seat belts. This is how the first FREITAG bags took shape in the living room of their shared apartment – each one recycled, each one unique. With their innovation, the brothers inadvertently triggered a seismic event in the world of bag making. Its tremors have since made themselves felt in Zurich and the cities of Europe and spread all the way to Asia, making FREITAG the unofficial outfitter of all urban, bike-riding individualists. Today the products are available in 26 FREITAG Stores as well as at over 300 resellers around the world.
FREITAG has been at home in the NÅ“rd industrial complex in Zurich-Oerlikon since 2011. This is where the truck tarps we collect are taken apart, washed and cut to size.
FREITAG has not only committed to the circular, closed-loop economy but is also organized in circles: in 2016, the company, which still belongs to the Freitag brothers, abandoned the classical hierarchical structure and replaced it with holacracy, a form of organization based on self-management.

The hosts and I are looking forward to welcoming you to this special event.

Kind regards,

PS: Please note that due to the Singapore Government’s regulations, only 5 people are allowed to get together. Therefore, registration is mandatory if you wish to attend this event. Please register by 1st of November.  

Book online

No-shows & cancellations fees:

No-shows will be charged. Free cancellation can be done till 2 days prior to the event by sending an email to: Cancellations made later will be charged the event costs.

This event is fully booked.