FREITAG, a Swiss sustainable brand, brings customisation to Quanzhou.

Freitag, a swiss luxury brand, brought their original version of their now iconic messenger bag to quanzhou, fujian, with a distinct local flavor.

The brand collaborated with a chinese city, including beijing, hangzhou, chengdu, and xi'an, to produce designs with recycled and circular materials with sustainability in mind.

Both partners in the partnership fit like a glove with their values in upcycling.

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The lifestyle and design publication shang cheng shi, as well as italian fashion house valentino, visited the city for a "family feast" to celebrate valentino's ss24 collection with fujian.

The swiss brand and the local café also delivered something special and hyper-localized, as well as the region's rich variety of (ichs) – a craft workshop led by the creator.

The women of the fishing port are the subject of a multi-generational event like freitag, as well as a localized effort to pay tribute to the region's regional culture, 2025 dao insights ‐ you can imagine.

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