C O N T E N T

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T H E M E S S E N G E R I S T H E M E S S A G EPrologue

T H E M A K I N G S O F T H E R E F E R E N C EPress Conference

Opening Zurich / TokyoFREITAG am Donnerstag: Khoi Vinh, David Rowan, Peter Hossli

The FREITAG Factory

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T H E D A I L Y R E F E R E N C E F A K S I M I L E E D I T I O N

Compilation of 14 The Daily Reference Newspapers

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Supplement

F R E I T A G R E F E R E N C E

Bags and accessories collection

The Daily Reference Cycle:

A

B

C

D

E

F

G

AWe cu t i n t e r e s t i ng

j unc tu r e s f r om in t e rna t i ona l newspape r s .

BWe pub l i sh t he

sn ippe t s on f r e i t ag - r e f e r ence . com.

CYou send you r

t r an sc r ea t i ve commen ta r i e s t o ou r t i cke r.

DThe ed i t o r i a l t e am

t u rn s i t i n t o THE DAILY REFERENCE.

EIt i s p r i n t ed on

a l e ad p r e s s f r om 1840 .

FIt i s d i s t r i bu t ed a t

G rüngas se 21 , Zu r i ch , t h rough t he FREITAG-Pape rboy

and v i a e l e c t ron i c news l e t t e r.

GAll THE DAILY

REFERENCES a r e r eun i t ed , v i sua l i z ed and pub l i shed

a s THE REFERENCE.

You are holding in your hands an experiment in print.

( 1 ) A making of the first days of REFERENCE, for those who came and for those who couldn’t. A chronologically and geographically limited space at Grungasse 21 in Zurich: the REFERENCE editorial space. Why should it be meaningful? Maybe it isn’t.

But it was real.

( 2 ) A compilation of the lead-set DAILY REFERENCE which was published fourteen times during the opening of our REFERENCE editorial space, from September 3rd to 23th, 2010. A publishing artefact pulled together from cut-up international newspapers, editorial and user-generated thoughts, printed in lead and then enriched with visu als. Grandly un-targeted communication, maybe art, based on a FREITAG-inspired formalism

(cut up, regroup), but not more.

( 3 ) A product catalog with the new FREITAG REFERENCE line. The designs quote «other messengers» as in horse messengers of old, the functionality courts «other

messengers» as in the media messengers of new. Still, it’s commercial.

To some readers, it might seem odd to see these elements combined in one paper.

The truth is, these things just happen. This bowl of REFERENCES sprang from dialogs among us and among friends, and then materialized. A big thank you to the team, who made it happen: Tina Biveroni, Selma Bonne Ramos, Sereina Borner, Dominik Cavalli, Michel Frei, Johannes Husmann, Nici Jost, Julia Köberlein, Jörg Koopmann, Nina Lippuner, Martin Lötscher, Helmut Lünsmann, Kurt Mörker, Dina Mory, Birgit Müller, Markus Müller, Paul Müller, Kristina Pröhl, Tina Roth Eisenberg aka. swissmiss, Mirko Ruppenstein, Fosca Toth, Johannes Wick. And to Johannes Eisenhut from /DEPARTMENT for the text, Raffinerie for Layout and Design, and to Adrian Ehrat for the making of pictures. And to the almost hundred employees of FREITAG behind the scenes, and to the people from all over the world who sent their

140 character thoughts to the live REFERENCE ticker.

The bottom line: We are proud to have such friends, and we are proud to be making bags worn by people with something to say.

Good night and good luck.The Bros.

T H E M E S S E N G E R I S T H E M E S S A G E

P r e s s e v e n T – sept 2nd, 2010 – T H e P r e s s a T T H e P r e s s You have no idea how long it takes to set just this one sentence in lead. at the opening day we presented the reFerenCe project and the new collection to leading journalists.

O P e n I n G P a r T Y Z U r I C H – sept 2nd, 2010 – P e O P l e w e l I k e . P e O P l e l I k e w e . w e l I k e P e O P l e . we always say: If you cant’t draw a good crowd in your home town, your brand is hollow. we got lucky, again.

O P e n I n G P a r T Y Z U r I C H – sept 2nd, 2010 – Thanks to everyone for coming and going and coming and going and coming and going and coming and going and coming and going and coming and going and coming and going and coming and going.

O P e n I n G P a r T Y T O k Y O – sept 9th, 2010 – T r U e r e a l T I m e s O C I e T Y To get from Zurich to Tokyo, a horse messenger wold need about 800 horses. Today all we need is love and 800kbps. Domo arrigato to our Japanese friends for staging their reFerenCe launch real-time and for following our lead with their own lead press.

F r e I T a G a m D O n n e r s T a G – sept 9th, 2010 – k O I v I n H Together with Creative mornings we were able to host three Thursday FreITaG sessions featuring people with something to say. koi vinh, former new York Times design director, now blogger and author was heard saying: «analog media is a document. Digital media is a conversation.» while he said this, markus müller finished printing another lead-set issue of ticker-fed tweets.

F r e I T a G a m D O n n e r s T a G – sept 17th, 2010 – D a v I D r O w a n David is the editor of wired Uk and was many other successful things. His focus were images, our focus was lead. His topic was war, our topic was tarps. a good show and a dualistic experience.

F r e I T a G a m D O n n e r s T a G – sept 23rd, 2010 – P e T e r H O s s l I an award-winning correspondent who actually went where the news was. a man who in his time has interviewed the most powerful, the most performative and the most creative people in the world. a prime messenger regardless of the medium.

T H E P A P E R B O Y – sept 30th, 2010 – V E R Y I m P O R T A n T R E A d E R s a medium is nothing without distribution. Too thin and experimental for the newsstand and too beautiful for PDF-confinement, 150 Daily references were picked up and distributed in Zurich by FreITaG paper boys. Piazza / Z am Park / rosso / FreITaG shop / Casablanca / volkshaus / rio Bar / Bohemia / Toto / Friseursalon kandis / restaurant Gartenhof.

m a k I n G O F F r e I T a G – m Y T H a graphic designer and a decorator discover they are brothers. Happily they move into a cheap apartment, with loud trucks below their balcony and old bikes in the back yard. This is in 1993. «what if we cut up used truck tarpaulins and turned them into individual recycled messenger bags?» was the question that led them to their fate.

m a k I n G O F F r e I T a G – m a n U F a C T U r e with more than 2’800 m2 in Zurich, FreITaG is one of the last manufacturing plants within the overpriced banking city’s perimeter. lucky are we. Tarps vintaged by thousands of miles on the road get delivered, selected, washed and cut up. Then they leave to get sewn. Hello again! Photographed, controlled, packaged and delivered. That’s how we do.

F r e I T a G H I s T O r Y – m e T H O D F r e I T a G works, thinks and breathes in cycles. From the product to our shops to our communication we give materials, words and thoughts a recontextua lized next life. It’s a lot of work. But it seems to work.

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Compilation Cooperation: Photography Main Picture by Jörg Koopmann, www.latebutgreat.com – Artwork: Julia Köberlein, Martin Loetscher, Fosca Toth

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H A LT U N G H A S B E C O M E R A R E . WA S H AWAY A S -S O C I AT I O N S T O R I G I D M E N I N S T I F F U N I F O R M S O N F A D E D B / W P H O T O S . T H I N K T O D AY: W H E R E I T ’ S O K AY T O H AV E A N O P I N I O N – A L M O S T A N Y O P I N I O N – B U T I N N E R H A LT U N G , S O L I D C O N -V I C T I O N S W I T H I M PA C T O N E V E R Y D AY L I F E A R E S U S P I C I O U S . E S P E C I A L LY W H E R E T H E R E I S N O H I -E R A R C H Y, W H E R E C O N -S E N S U S R U L E S , T E A M -W O R K , T H E H E R I TA G E O F ‘ 6 8 , D E M O C R A C Y I S I N T E R P R E T E D S O T H AT WA S H E D - D O W N M E D I O -C R I T Y B E C O M E S T H E O N LY P O S S I B L E O U T P U T .

Discuss opinions until there are none, un-til real visions have been cooked down to a limp vision statement, a actual solution is farfar away, and any personal motiva-tion has died a small death.

«Small death» is known in the context of sexual climax builds the bridge back to the Sixties: Time of revolutions and eruptions against convention. Curiosity, lust for life, playfulness, communication, liberation, love, peace – the antitechno-cratic vocabulary of the young and wild, deposited in our collective conscious-ness. Enlightenment reached all classes, fi nally, after the Tsunami fi rst hit Paris over 250 years ago. Today, another 40+ years later, the shock and trauma should have fi nally been absorbed. Time for the humanistic concepts that survived to start single-fi ling out of the «Museum of The-ory» onto the «Boulevard du Quotidien», the bustling sidewalks of practical know-ledge. But but in good style please... and with Haltung!

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H A LT U N G H A S B E C O M E H A LT U N G H A S B E C O M E R A R E . WA S H AWAY A S -S O C I AT I O N S T O R I G I D M E N I N S T I F F U N I F O R M S M E N I N S T I F F U N I F O R M S O N F A D E D B / W P H O T O S . T H I N K T O D AY: W H E R E I T ’ S O K AY T O H AV E A N O P I N I O N – A L M O S T A N Y O P I N I O N – A L M O S T A N Y O P I N I O N – A L M O S T A N Y O P I N I O N – B U T I N N E R H A LT U N G , S O L I D C O N -V I C T I O N S W I T H I M PA C T O N E V E R Y D AY L I F E A R E S U S P I C I O U S . E S P E C I A L LY S U S P I C I O U S . E S P E C I A L LY W H E R E T H E R E I S N O H I -E R A R C H Y, W H E R E C O N -E R A R C H Y, W H E R E C O N -S E N S U S R U L E S , T E A M -S E N S U S R U L E S , T E A M -W O R K , T H E H E R I TA G E O F ‘ 6 8 , D E M O C R A C Y I S I N T E R P R E T E D S O T H AT WA S H E D - D O W N M E D I O -C R I T Y B E C O M E S T H E O N LY P O S S I B L E O U T P U T .

Discuss opinions until there are none, un-til real visions have been cooked down to a limp vision statement, a actual solution is farfar away, and any personal motiva-tion has died a small death.

«Small death» is known in the context of sexual climax builds the bridge back to the Sixties: Time of revolutions and eruptions against convention. Curiosity, eruptions against convention. Curiosity, lust for life, playfulness, communication, liberation, love, peace – the antitechno-cratic vocabulary of the young and wild, deposited in our collective conscious-ness. Enlightenment reached all classes, fi nally, after the Tsunami fi rst hit Paris over 250 years ago. Today, another 40+ years later, the shock and trauma should have fi nally been absorbed. Time for the humanistic concepts that survived to start humanistic concepts that survived to start single-fi ling out of the «Museum of The-ory» onto the «Boulevard du Quotidien», the bustling sidewalks of practical know-ledge. But but in good style please... and ledge. But but in good style please... and with Haltung!

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R 1 0 1 S H O U L D E R B A G

Volume 400 × 220 × 170 mm

R 1 0 1 S H O U L D E R B A G

Volume 400 × 220 × 170 mm

R 1 0 3 S H O P P E R

Volume 370 × 340 × 250 mm

R 3 0 1 L A P T O P S L E E V E

Volume 370 × 270 × 30 mm / 15" MacBP

R 5 0 1 O V E R N I G H T B A G M E D I U M

V o l u m e 4 1 0 × 2 6 0 × 1 5 0 m m

R 5 0 3 B U S I N E S S B A G M E D I U M

Volume 390 × 270 × 110 mm

R 5 0 5 H I P B A G

Volume 240 × 160 × 70 mm

R 7 0 1 T O I L E T B A G

Volume 260 × 160 × 85 mm

F R E I T A GR E F E R E N C E

AUTUMN/WINTER 2010

Volume 380 × 270 × 40 mm / 15" MacBP

R 5 0 6 L A P T O P B A G

Volume 240 × 160 × 70 mm

R 5 0 5 H I P B A G

Volume 410 × 260 × 150 mm

R 5 0 1 O V E R N I G H T B A G

M E D I U M

Volume 225 × 120 × 35 mm

R 1 0 4 P O U C H

Volume 400 × 220 × 170 mm

R 1 0 1 S H O U L D E R B A G

Top Righ t :

F E M A L EA l m o s t R e d

R o u g h l y W h i t eN e a r l y G r e y

Bot tom:

M A L E N e a r l y G r e y

C l o s e t o B e i g e

Volume 460 × 290 × 200 mm

R 5 0 2 O V E R N I G H T B A G

L A R G E

F R E I T A GR E F E R E N C E

AUTUMN / WINTER2010

Volume 120 × 85 × 20 mm

R 7 0 2 M I D - S I Z E D W A L L E T

Volume 260 × 160 × 85 mm

R 7 0 1 T O I L E T B A G

Volume 430 × 300 × 130 mm

R 5 0 4 B U S I N E S S B A G

L A R G E

Volume 390 × 270 × 110 mm

R 5 0 3 B U S I N E S S B A G

M E D I U M

R 3 0 2 W A L L E T

Volume 183 × 88 × 20 mm

Volume 370 × 340 × 250 mm

R 1 0 3 S H O P P E R

Volume 300 × 340 × 130 mm

R 1 0 2 H A N D B A G

R 3 0 1 L A P T O P S L E E V E

Volume 370 × 270 × 30 mm / 15" MacBP

F R E I T A GR E F E R E N C E

AUTUMN/WINTER 2010

R 7 0 2 M I D - S I Z E D W A L L E T

Volume 120 × 85 × 20 mm

R 5 0 6 L A P T O P B A G

Volume 380 × 270 × 40 mm / 15" MacBP

R 5 0 4 B U S I N E S S B A G L A R G E

Volume 430 × 300 × 130 mm

R 5 0 2 O V E R N I G H T B A G L A R G E

Volume 460 × 290 × 200 mm

R 3 0 2 W A L L E T

Volume 138 × 88 × 20 mm

R 1 0 4 P O U C H

Volume 225 × 120 × 35 mm

R 1 0 2 H A N D B A G

Volume 300 × 340 × 130 mm