Weekday launches WKND

When I heard that Weekday would release a collection named WKND my first thought was that maybe then could not find a pair of cheap chinos when the collection is released. Perhaps those who want a flimsy shirt, tinted sunglasses, cheap suitcases and boat shoes could satisfy their needs? But oh what my image of lukewarm Pripps Blue-weekend burst when viewing crashed started.

The display took place on Weekdays shop in Gothenburg. To accommodate all the people and at the same time accommodate a catwalk had been creative enough, put a black carpet that snaked around the entire store, where models walked a lap so that everyone got the chance to see the creations at close range. Front-row for all. As engaging as it was free admission, no guest list and free beer.

When the first model made its debut, I had difficult to distinguish gender. At the head – in all the fashion models – set a cap that hid his face. I thought spontaneously on the New York designer Thom Browne Headbands for the next season. For the caps was much t-shirts with print, shirts with månskens-paintings (you know, the same as street vendors spraying with a frame and all passers think is so amazing) and pants in nylon material. And that was basically everything. Someone built backpack in a jacket and high boots.

Weekday itself describes the collection as “A collection in the borderland between sports, youth fashion, innovation and future and which has an identity of its own”. Newly recruited for the mission’s Peter Jansson – one half of the duo Jean Dennis & Peter. Our site took a chat with him after the show.

Describe the collection.
– We wanted to create a new design language – new forms and details. A playful design language.

What are you inspired by?

– We have been inspired by youth culture, the collection is based little on that feeling then when rave culture started there in the late 80s early 90s.

I’m not so much in Sweden when I see this, I think rather on Danish design such as Vibskov.
– Yes, we wanted to do something completely new that has not been done before in Sweden. Since it can probably be because I and Henry (Vibskov) have gone to the same school, we are both trained in London (on St.Martins, reds. Note).

What next for Dennis & Peter?

– We will continue at the same pace. Dennis works on the acne, so we’re running a little bit when we have time. The collections will certainly not grow, we are located on the stores we want to be on.

Overall, I can say that WKND feels like a modern injection among all the stereotypical Swedish brands. There is certainly already the designers of this kind, such as Nakkna, but when picking up a line on Weekday so usually you often have the price in mind. This will probably not be Cheap Monday-cheap but it is certainly a step in the right direction; to make “difficult” clothing to the masses. And it is modern, and sure, it’s fun and it sure is not flat and boring. But it still can not escape the question that always creeps in after it has melted all impressions for a display of this kind: How portable is it?

The collection comes to the Weekday stores this spring and will, like a common brand, releasing two collections per year.

 

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