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Daniel & Markus Freitag (FREITAG lab.ag)

About “Holocracy” and why culture eats strategy for breakfast

Episode #11: Daniel & Markus Freitag (FREITAG lab.ag)

About “Holocracy” and why culture eats strategy for breakfast

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Shownotes

Episode #11: Daniel & Markus Freitag (FREITAG lab.ag)

Interview Timestamps

00:34 – Where they are

02:01 – Their background

04:00 – What inspired them to develop their own product

05:57 – How they realized that there is more to the idea

07:00 – How they came up with their initial marketing strategy

08:00 – What they would recommend to a young entrepreneur

11:15 – How they made it without outside money

13:38 – How they coped with failure

16:06 – How they measure their ecological footprint

18:28 – Why neither of them became the CEO of Freitag.lab and how their company structure is different

22:10 – How people reacted to their new approach of “Holocracy”

23:55 – How they structure the interaction with their employees

24:37 – What they look for in new employees

27:07 – How they managed to build an authentic brand

30:49 – Why they decided to start F-ABRIC

35:35 – The cost structure of F-ABRIC

38:20 – The biggest challenges of F-ABRIC

39:06 – Their other innovations and plans

40:55 – How digitalization influences their business

42:25 – FREITAG bag collectors

46:02 – How it is to work so closely with your brother

49:04 – Their personal outlook on the future

52:34 – Their advice to young entrepreneurs

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Biography

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. Today their products are available in 16 F-STORES as well as at over 450 resellers around the world.

FREITAG lab.ag has been headquartered at the Nœrd industrial complex in Zurich-Oerlikon since 2011. In 2014, FREITAG launched a new product, F-ABRIC. These completely compostable textiles are based on bast fibers that are produced using a minimum of resources within a 2500-kilometer radius of headquarters.

FREITAG lab.ag still belongs to the two Freitag brothers, and, as Creative Directors, they still oversee each new model through to series production.

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