Upcycling case
Freitag upgraded its brand value with upcycling.
Freitag brothers founded "Freitag" in 1993. They upcycled the discarded raw materials like truck tarps and car seat belts into unique design bags. In particular, they only use tarps used for more than 5 years. Therefore, 400 t of discarded tarps have been upcycled into the new Freitag bags.
Recently, millennials and gen Z have been Freitag's primary consumers. The reason why they like Freitag so much is that they pursue eco-friendly and ethical consumption. As Freitag added scarcity and novelty to discarded raw materials, it has become a major upcycling brand. The annual sales amount of Freitag is about 53 billion USD.
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