Weekday
Weekday is a Swedish denim and fashion brand rooted in youth culture and street style. Its aesthetic emphasizes minimalist silhouettes, oversized fits, and a progressive, gender-neutral approach to design. The brand represents a creative subculture focused on self-expression, sustainability, and contemporary urban aesthetics.
Modehistoria
Founded in 2002 by Örjan Andersson and Adam Friberg, Weekday originated as a small store in Stockholm called Weekend, which initially opened only on Saturdays and Sundays. The brand gained prominence for its in-house denim label, Cheap Monday. In 2008, the H&M Group acquired the company. Weekday has since influenced European retail by merging high-fashion concepts with accessible streetwear, maintaining a significant presence in the development of modern Scandinavian minimalist fashion.
