Brand? No brand? My brand! FREITAG bags have been an overwhelming success in the world-wide struggle between the brands. The brothers Freitag's shoulder bags (Messenger Bag) has become an urban cult product, from Berlin to San Francisco, & from Milan to London. The products originate in an ironic & ecologically critical approach. This shows in the production method, which has been retained after seven years & many thousand bags, & has created unmistakably unique objects: the bags are cut from used lorry tarpaulins & tailor-made on a small scale with used bicycle inner tubes & safety belts. This publication describes the history of the product & asks questions about economic, ecological & sociocultural contexts, expressing the aesthetics of a generation that is as vain as it is critical of consumerism, in a wide-ranging piece of documentation.Freitag, Daniel is the author of 'Freitag Individual Recycled Freeway Bags' with ISBN 9783907078471 and ISBN 3907078470.