NEWS: WEEKDAY; EXCLUSIVE STORE COLLAB

WEEKDAY; NEW ART - NEW WORKS words Filipe Phitzgerard - images courtesy of WEEKDAY

Sweden-born denim and fashion label Weekday has become one of the reference names when it comes to affordable contemporary streetwear. Fueled by a deep understanding of today's youth culture, the Swedish brand has become widely recognized across the globe, and, since its foundation in 2002, Weekday has taken over the high-street market by producing great quality products that are fashionable and functional without becoming too expensive to the mass consumer market.

Weekday's design aesthetic unites elements of the Swedish clinical and minimal aesthetic with the boldness and attitude of today's youth community while being able to present their collections freshly and cohesively, meeting all the requirements set by today's consumer. From their vast selection of hoodies, sweats, tees, denim, and accessories that make the day-to-day wardrobe to the more outlandish designs and bold prints, Weekday is mastering the art of making fashion for the young generation of bright creatives and as part of their investment and show of commitment to youth culture, Weekday has announced a brand new project to be seen across this month. During December, Weekday will be collaborating with three artists, one per week, for exclusive and unique gift ideas that still display the Weekday signature aesthetic.

The three artists selected will see some of their visual work printed on hoodies and tees forming this rather stunning capsule. Eva O’Leary is a young artist working primarily with photography and video presented in a documentary style. Much of her work questions what is deemed acceptable or natural within a particular community, and how these agreed-upon norms often function as a method of social control. Her collaboration is now available at selected stores and includes printed garments.

Image by Eva O’Leary

Following Eva is multifaceted creative Jesse Kanda. This incredible artist and musician of Japanese, Canadian and British origin brings strong and visually eye-catching modern surrealism into the project. His gothic works have been used by artists such as Björk, Arca and FKA twigs and co-exist with his own music under the name Doon Kanda. Jesse's drop will happen on December 12th and includes signed artist prints as well as printed garments.

Last but not least is extra talented photographer Märta Thisner. Märta has been taking photographs of her friendship circle for over 15 years and states of her work; “I’ve photographed my life, my friends and the surroundings I move in. It’s about the longing for closeness, fellowship, and love. A search for identity and sexuality and living out at night”. Märta's collab drops December 19th and includes signed photo prints as well as printed garments.

The collaboration will see the capsule sold exclusively in selected stores. Participating stores include: Berlin (Neue Schönhauser Str. 17 – 18); Switzerland (Zurich Limmatquai 92); Netherlands (Amsterdam Rokin 84); Belgium (Antwerp Kammenstraat 36 – 38); UK (Shoreditch Unit 7 - 168 Shoreditch High Street); France (Paris - 21 rue vieille du Temple); Denmark (Copenhagen Amagertorv 33); Sweden (Stockholm Götgatan 21 and Göteborg Kungsgatan 4).

For more information on WEEKDAY visit WEEKDAY.COM