B dedicates each issue to the story of one specific brand, which is one of the well-balanced brands that JOH. discovers from around the world based on four standards: beauty, practicality, price, and philosophy. And each issue is packed with B’s unique insights and in-depth analysis. In 1993, Markus and Daniel Freitag brothers first created their own brand of recycled products, FREITAG, using tarpaulins, inner tubes from bicycles and automobile seatbelts. Freitag brothers have seen commercial success in the global market; yet at the same time, they are in constant pursuit of sustainable business cycle.