Fritz Frey + Co St. Gallen – Freia Bicycle

About this poster

The wholesale bicycle dealer Fritz Frey St. Gallen existed from 1920 to 1962. Freia was one of the bicycle brands it sold. While at the end of the 19th century a woman on a bicycle was seen as a provocation against the social order, by the 1950s this attitude had been overcome and sellers happily advertised women’s as well as men’s bicycles.