FREITAG x Études Studio: A Collision of Craft, Culture, and the Colour Blue

There’s a certain kind of alchemy that happens when two design-led brands collide. Especially when both are known for turning the ordinary into something extraordinary. Zurich-based bag innovators FREITAG and Paris’s cult fashion house Études Studio have joined forces for a striking collaboration—one that’s as thoughtful as it is bold, and as sustainable as it is stylish.

The subject of their attention? FREITAG’s iconic F41 HAWAII FIVE-0 messenger bag—now reimagined, reworked, and redefined in rich shades of blue truck tarp, each piece carrying the patina of a life already lived.

What follows is not just a product drop—it’s a creative dialogue. A Paris-meets-Zurich exchange where graphic expression meets urban utility.

A Bag With a Backstory

FREITAG’s story is well known among design aficionados. Founded in 1993 by brothers Markus and Daniel Freitag, the brand pioneered the now globally admired practice of upcycling discarded truck tarps, bicycle inner tubes and car seat belts into rugged, design-forward bags. Their products are one-offs—each with its own scars, stories and unique finish.

Études Studio, on the other hand, brings a more conceptual palette to the table. Established in 2012, the Parisian label is known for its intellectual take on streetwear, drawing from art, architecture, publishing and contemporary culture. Its signature blue has become something of an insider code—instantly recognisable and loaded with creative subtext.

So when Études co-founder Aurélien Arbet describes the collaboration as “a natural fit”, it doesn’t feel like PR lip service. It feels like the alignment of two design philosophies that speak the same visual language.

The Shade of Things to Come

The limited edition bag—named the F41-E HAWAII FIVE-0—is built entirely from upcycled blue tarps, handpicked to reflect Études Studio’s signature hue. That means no two bags are ever the same, yet each carries the collaborative identity: bold, graphic, intentional.

Screen-printed in Zurich, Études’ signature stars adorn the front panels like a constellation of counterculture cool, while the logos of both brands are cleverly fused in a custom co-branded design—subtle enough to be chic, punchy enough to make a statement.

There’s an architectural quality to the bag’s design too. A compact silhouette with a rounded flap, expandable velcro-fastened compartment, and clever internal organisation makes it as functional as it is covetable.

But perhaps the most compelling detail? Every bag bears the marks of its previous life. Scratches, sun-bleaching, colour shifts—the visual memory of the road lingers in every fibre.

The Culture of Collaboration

This isn’t FREITAG’s first foray into collaboration, but the Études partnership feels especially resonant. Both brands operate at the intersection of style and substance, each with a following of artists, designers, and urban creatives who value individuality and craft over conformity.

“We’ve brought together our passion for repurposing used materials and Études Studio’s bold artistic vision,” says Giulia Chéhab, Holistic Designer at FREITAG. “Each bag bears the traces of its first life on the road and carries the distinctive visual marks of our brands.”

It’s a sentiment that taps into the deeper cultural shift happening in fashion—a move away from fast cycles and pristine perfection toward longevity, history, and soul.

The Drop

The F41-E HAWAII FIVE-0 lands on 10 July 2025, available from select FREITAG stores, Études Studio’s flagship in Paris, online, and through key global stockists. With a price tag of £200 (excl. tax), it’s an investment in craft, design, and storytelling.

Expect them to go fast—these are more than just bags; they’re collectable artefacts of a shared creative vision.

freitag.ch | etudes-studio.com