This year, FREITAG is turning 30. What started with two brothers in 1993 developed into a company that brings recycled unique bags onto the streets. On its 30th birthday, the Zurich bag-makers wanted to pay a heartfelt tribute to and thank all the imitators who have helped to make FREITAG something of an original over the years. That applies especially to one of Switzerland’s largest supermarket chains. Because soon after the birth of FREITAG, the bag was copied by a Swiss retail trader. Except this one was called «Donnerstag» (Thursday) and it was mass-produced from flimsy new plastic. To everyone's relief, it didn’t lead to a horrendous court battle. Thanks to a wave of sympathy from fans and friends, which was also picked up by the media, the retailer took the copy off its shelves and promised never again to name bags after days of the week.

As a tribute to this turning point in the then-still-young history of the company, FREITAG has turned the Donnerstag copy from the 90s into a recycled original and sold the unique bags during the «Donnerstag Weeks» at their Flagship Store in Zurich from September 19 to 30, 2023, which has been converted into a supermarket pop-up for the purpose. Inspired by the major retailer, the bag-makers together with designer Leandro Destefani transformed their Flagship Store into an almost real supermarket using objects salvaged from various secondhand platforms such as a vegetable display case, a perfectly functioning supermarket checkout with a conveyor belt, and a refrigerated shelf that is not hooked up to power for emission reasons. FREITAG took the concept of copying ad absurdum and therefore created posters for the special offers, sound jingles, a dedicated brochure and even mounted the Donnerstag logo branding on the top container. By the way, the banner is also made from recycled truck tarpaulin and later will be turned into original FREITAG bags.

The centerpiece of the «Donnerstag Weeks» was placed in the large, warm refrigerated section. The Donnerstag Messenger Bags from FREITAG were made of used truck tarps in a wide range of shades of blue and equipped with an original Donnerstag label. FREITAG donated 99% of the profits from this special anniversary edition to the social initiative of a Swiss retailer. After all, you don’t turn thirty every year.