Weekday is a Swedish denim and fashion brand influenced by youth culture and street style. Founded in 2002, Weekday currently ships to 18 markets and has stores in 9 countries, offering a unique retail experience and a curated mix of women’s and men’s assortments as well as a small selection of external brands.
The Weekday AW18 collection is a denim celebration, inspired by the American workwear tradition. Cuts and silhouettes are all recognisable but placed in a new context to expand the existing assortment with more conceptual yet easy to wear pieces.
Unconventional yet ultra-wearable hero garments have a workwear mindset; durable and comfortable but with a twist. For example, the autumn trench coat is reworked this season to stay true to the workwear mentality with a sturdy organic cotton, which will only get better looking over time. Vests, jeans, jackets and a belt/waistband come in traditional washes such as dark raw and a mid-blue as well as warmer shades such as ecru and over-dyed rust - that will give individuals a new denim expression.
“We are very happy with this collection, which we feel enhances our existing denim expression. It was quite fun to work with the material's diversity in one collection, some of the garments exist in the current denim assortment, but here they are more experimental in their execution.” - Louise Lasson, Creative Director
The Collection will be available in stores and online from 15th of August.