Fun fact: the brand actually evolved out of a small clothing shop called Weekend since it was only open on Saturday and Sunday. This store, founded by four friends in 2000, became so popular that it soon expanded opening hours to seven days a week. This new approach obviously needed a new name and Weekday was born. Eight years later the label became part of the H&M group, turned into the mindful fashion and denim brand it is today and extended its action to outside the Swedish borders.
In case you’re a true ENFNTS TERRIBLES fan (which we know you are), you’ve probably read all about the Weekday Zeitgeist project a few weeks ago. This is one of the many initiatives the brand has launched to create consciousness around meaningful topics. During the 2016 holiday season they worked with Civil Right Defenders, an independent human rights organization that works to defend people’s rights to freedom and justice. They joined forces with RSFU, the Swedish Association for Sexuality Education, to produce condoms that are sold in their stores. As a modern brand, Weekday keeps both the future of fashion and the future of society in mind.