At this year’s WDCD Live Amsterdam, we were proud to team up with FREITAG—a brand that has long stood at the intersection of creativity and circular innovation. Their presence brought a tactile, hands-on energy to the festival, inviting visitors to connect with the principles of upcycling, craftsmanship, and creative reuse in a truly meaningful way.

Founded in Zurich in 1993, FREITAG has become a pioneer in circular design. What began with two brothers turning used truck tarps into messenger bags has evolved into a wide-ranging collection of durable, one-of-a-kind products—each bearing the marks of its previous life. With some 60 models now in production, FREITAG continues to build on its founding ethos: making products that are not only functional, but long-lasting, repairable, and uniquely storied. They also run 30 FREITAG Stores worldwide, one of them in Amsterdam.

At WDCD Live, their DIY Keyholder Tool workshop was a clear crowd favourite. Throughout the day, attendees stopped by to craft their own upcycled keyholders using FREITAG’s signature materials—weathered truck tarps that had already travelled thousands of miles. The result? A personal, purposeful souvenir and a small but powerful reminder that waste can become something entirely new in the right hands.

And with their latest release, FREITAG raised the bar once again.

This year saw the debut of their most forward-thinking product to date: the Mono[PA6] Backpack. Developed over three years, this groundbreaking design reimagines circularity at the material level. Every component—fabric, zippers, buckles, straps—is made from a single material: Polyamide 6 (PA6). This monomaterial approach means the entire backpack can be recycled without being disassembled, drastically simplifying the process of returning it to the loop.

Lightweight, water-repellent and built for everyday use, the backpack includes a detachable crossbody musette—a nod to FREITAG’s roots in cycling culture. Designed in collaboration with British designer Jeffrey Siu, it’s a multifunctional piece that balances practicality with circular ambition. Just as importantly, it’s part of a broader vision: a world where products are not just used, but used well—and then reborn.

As Anna Blattert, FREITAG’s Circular Technologist, puts it:

“We need to design products holistically, with their end of life in mind, and ensure that everything that is recyclable actually returns to the cycle.”

At WDCD, this shared ethos came to life in the most tangible way. The collaboration between FREITAG and WDCD Live reflected a mutual belief in the power of design to drive environmental and social impact. By inviting festivalgoers to get involved—whether by making, mending or rethinking—FREITAG reminded us all that circularity isn’t just a concept. It’s a practice.

We’re deeply grateful to FREITAG for being part of this year’s festival—and for inspiring us all to look at materials, and their potential, in a new light.