Swedish brand Weekday are renowned for re-inventing denim season after season — in this regard, their Spring/Summer 2018 collection is no different. Its fresh, loose fitting cuts in bleached whites and pale blue catapult the humble jean into the present. This versatile and easy-to-wear collection takes its inspiration from laid-back ‘90s minimalism with throwback high waists, and straight and wide-legged fits that are ideal for easy-breezy summer days.
With matching jackets in rigid whites and washed-out blues for all genders, this collection feels like it’s plucked straight from the set of ‘90s movie you’ve only ever seen on VHS. With minimal variation between the Men’s and Women’s garments, this collection is functional and practical in a way that captures the current fuss-free zeitgeist. There are no bells and whistles here, these are jeans to be lived in, simple as.
But, as is to be expected from Weekday, there’s always a twist. For this season, matching “denim kits” are available in bright colours: sunshine yellow for women, and burnt-orange for men. Who said uniform-dressing is dull? There are a number of new cuts too, including the women’s style Row: a slouchy, high-waist in classic non-stretch blue denim. Even though this is an old-school cut, its relaxed boyishness is precisely the kind of denim we want to wear now.
Along with the denim collection, Weekday will also be releasing 5 new printed t-shirts with messages related to pro-love activism. With that in mind, it only seems right to say: get your gang together and share some of the Weekday love.