HAF stands out as a best practice in the artisanal craft sector for its blend of traditional leather craftsmanship, modern design, and sustainable practices, all driven by the Frljak family’s long-standing heritage in the leather industry. Esma Frljak, the founder of HAF, is a key figure in the company’s success. Growing up with grandfather and father in their leather processing industry FAH leather, Esma was included in production facilities and helped along with her brother from a very young age. While finishing school and college, the desire to improve the family business and give it a new dimension brought HAF to life in 2022, in which now four generations of leather craftsmanship are manifested. Being an apprentice for her grandfather, a master leather artisan, and her father, the owner of FAH, she now successfully combines traditional craftsmanship with modern innovation, driving the brand’s development.

The company’s success is also influenced by its adherence to several key principles, including quality and sustainability. By focusing on high-quality leather sourced from local suppliers, HAF is able to produce premium, long-lasting goods that stand out in the market. This commitment to craftsmanship and environmental responsibility aligns with international standards (ISO). Esma’s approach to active craftsmanship is rooted in the family apprenticeship model, which has been key to passing down knowledge and skills from generation to generation. Esma ensures the continuation of traditional leather-making techniques and being innovative with it. The family’s success also stems from building strong local and international networks, such as the Made In platform, which enabled the brand to reach new markets and customers.