If you like insignificant quotes… all good! However, we prefer something slightly more substantial. If there’s one brand that understood the true purpose of a good statement T-shirt, it must be Weekday. In 2011 the Swedish label launched Zeitgeist: an in store print project. A limited number of prints are launched and sold just for one week only. Every single T-shirt reflects on present events in society or popular culture, going from gender-bending to women’s rights to politics.
Standing for something
The Zeitgeist prints aren’t just random pictures or words plucked from the world wide web. They’re specially created by designer Annika Berger. Since 2011 she has been closely monitoring all events on planet earth to create a new print every week.
“For us Zeitgeist is the core of who we are as a company, as it gives us a chance to say something and stand for something. Sometimes we talk about serious stuff, like human rights, politics or science and sometimes we talk about fun things that have gone viral, like Beyoncé giving birth to twins or the return of Game of Thrones.” (Annika Berger)
Zeitgeist actually is all about dress to express. This project gives Weekday the opportunity to communicate about subjects outside the realm of fashion. The main goal is to inspire others, to start a conversation and help people share a viewpoint.
To be as relevant as possible, a new print is created every Monday and sent to stores the day after. Everything is hand-printed in the store studios on Thursday and up for sale on Friday.