Freitag scheme favours access over ownership

Customers who are planning a holiday can borrow a F512 Voyager travel backpack from one of the brand’s F-Stores or select F-Dealers for free.

In return, the brand has asked that customers share pictures of themselves wearing the bag together with the hashtag #gonewithfreitag and a location tag. The images will be added to a digital map that users can click through to access a curated Instagram page.

From 27 July, customers will be able to borrow the brand’s new F511 Skipper backpack. The bags will be recalled on 30 September, but customers can choose to purchase the bag after the trial period has ended.