Weekday is a Swedish fashion brand, probably best known for founding Cheap Monday in 2004, originally an in-house line of denim which has since expanded its scope an opened independent stores worldwide. Weekday itself has stores across Europe, and mostly Scandinavia. Much to my despair, there are no English branches, and until recently it was impossible to shop via the internet. As you can imagine, after a couple of years ogling their collections (often worn impeccably in the street style photography of Hel-Looks), I was a little over-excited to discover that they now sell online and proceeded to wound my back account with a considerable spending spree. I now own a silver t-shirt. Guilty as charged. I imagine that you’re doubling over with joy, and so you should be, because now it isn’t just the Scandis that can have all the fun; we can all enjoy a comfortable seat on the Weekday bandwagon.
For well-cut, stylish (and surprisingly affordable) basics as well as fashion-forward statement pieces, look no further. The collection for S/S13 harks back to all the best things about nineties and early noughties fashion, and its accompanying editorials communicate this perfectly. I’ve never been so happy to see cornrows.
If you check out the brand’s website, you’ll see that they’re made up of several in-house lines: MTWTFSS Weekday, Cheap Monday, MTWTFSS Weekday Collection, Fade to W, BACK, and whichever designer collaboration is currently on sale. When you buy online you’re given a complimentary canvas bag and Weekday magazine (from which I took the dodgy scans included above). It’s a win win situation, so if you’ve enjoyed my slightly desperate psuedo-press release and like what you see, then get shopping.