We believe that by taking a stand on certain issues we can set a good example wherever we operate. With this in mind, we often reflect on issues such as feminism, sexism, gender equality currents events and popular culture.
Read about some of our projects below.
Life, sex, art, nature healing, sunlight, harmony and spirit. In 2017 we launched our first 8-piece Rainbow collection, celebrating LGBTQIA+ awareness and pride, by taking inspiration from the work of Gilbert Baker (1951-2017), the American gay rights activist and designer of the Rainbow Flag. The collection was so successful that in 2018 we released the collection again, the week before the annual Pride parade.
Zeitgeist is our weekly print project, where in we create a new design reflecting on current events in popular culture and society. All t-shirts are screen printed in our store studios and available in limited quantities in select stores and online, for one week.
In the spring of 2018, we launched Zeitgeist By…, a print collaboration with local creatives and influencers from 9 markets. Given creative control, the locals had an opportunity to produce their own t-shirts; speaking up on issues that were important to them. The collab collection covered topics like mental health, girl- splaining, nature, self-acceptance, female genitalia, and gender identity.
For autumn/winter 2018, we launched a comprehensive collaboration with Non-Violence Project, a non-profit organization that promotes solving conflicts without violence through educational programs. The partnership consisted of two parts: a newly formed network of spokespersons for peace and a collection.
Along with the goodwill collaboration, we created a capsule collection inspired by the Non-Violence Project and their work. The main graphic was the NVP logo “knotted gun”, originally created by Swedish artist Carl Fredrik Reuterswärd, as a tribute to John Lennon who was shot and killed in New York City in 1980. The idea of using Peace Force as the main message was the same as the creation of the network, the want for streets to be overtaken by a Peace Force instead of a police force.
For spring 2018, we asked 25 women to contribute self-portraits that showcased swimwear. Given complete creative control, they had an unrestricted opportunity to create the sort of images they want to see. The result was a nuanced campaign that is individual yet collaborative, honest and real. “We wanted to engage woman to take control and/or reflect over how the female body is portrayed in media.” said Nadine Schmidt, Interim Head of Marketing. “As a fashion brand, we feel that it is our responsibility to present an accurate portrayal of women. We hope this campaign gives women the power and opportunity to tell their truth and depict their body the way they want”.
Instore Exclusive Denim Collection
For summer 2019 we designed an Instore Exclusive Denim Collection, consisting of unsold denim pieces from older collections, that had been given a second life. These re-dyed items were designed with a clear sustainability focus. We used our unsold stock creatively instead of producing new items, in order to minimise our impact. As always, our denim was made using 100% organic cotton.
Designed in vibrant rainbow colours, to match our Proud to be… t-shirt collection, the items were sold exclusively in our stores.
The desire for unique products has never been higher. With this in mind, during the summer of 2018 we introduced a made-on demand workshop in our Stockholm flagship store. The first project in The Workshop was a print project, which combined creative technology and on demand printing, letting customers take the Weekday aesthetic they already know and love and tweak it to your liking.