“Waste” means useless? “Waste” means valueless?Nowadays, many consumers like to judge by appearance and disregard the value behind the product when making their purchase decision, especially for environmental-friendly product. From their point of view, upcycling product is only “imperfect” and "valueless" merchandise made by “waste”."F My Life” campaign dives into the topic of “waste”, aims at removing the negative label attached to “waste” through the “F-stories” of different young adults. Audience are encouraged to redefine and discover the value of “waste” from another angle, just like FREITAG believes the story behind each upcycled material make their products become one of a kind.