Freitag proves even a cooler bag can become a design object

Every summer has its defining essentials: packaged ice cream, rows of beach umbrellas, flip-flops, aperitifs and the unmistakable scent of sunscreen. Yet one seasonal staple has long escaped the attention of designers: the cooler bag. Functional but rarely stylish, it is finally getting a design upgrade thanks to Freitag, the Swiss brand that has built its identity around transforming everyday objects through upcycling.

The F738 Cool Bag is hard to miss, thanks to its fully silver exterior. Practical and easy to carry, it has quite literally spent years on the road. Like every Freitag product, it begins life as a truck tarpaulin before being rescued from landfill and given a second life. Since 1993, the Swiss company has specialised in reimagining this industrial waste stream through a circular economy approach, turning discarded materials into durable everyday accessories.

Beyond its metallic finish, the bag stands out for its clean, geometric proportions. Measuring 40 centimetres on each side, its square silhouette preserves the marks, scratches and imperfections of the reclaimed tarpaulin, making every piece unique. The removable insulated lining is washable and certified for direct food contact, while the ergonomic handles add the product's only splash of colour. Available in different shades, they are made from recycled plastic waste, including discarded packaging, while the sturdy shoulder straps are repurposed from used seat belts.

With the F738 Cool Bag, even this overlooked category finally receives the design attention it deserves, proving that bag design extends far beyond the world of fashion. It is a field that has long attracted architects and industrial designers, giving rise to iconic creations such as the Prada bag designed by Cini Boeri and the leather bags created by Tsatsas in collaboration with legendary Braun designer Dieter Rams.