Hi there! Good day!

Beginning of this post, just to confess you, I was not so sure what the reason is, but I just got into WEEKDAY mood. So to speak, you can think that I am in the mood of freedom, limitless, unique and casual. Those words truly suit WEEKDAY brand made in Sweden.

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Mood and Style of WEEKDAY, Check yourself out in the video !

So, now you know, I am going to post about WEEKDAY and not well-known information regarding of the brand.

WEEKDAY is a Swedish denim and fashion brand influenced by youth culture and street style. Founded in 2002, Weekday currently ships to 88 markets and has stores in 13 countries, offering a unique retail experience and a curated mix of women’s and men’s assortments as well as a small selection of selected brands.

I love this brand so much, because their street-style design of clothes and display styling are mainly cool and prices of products are reasonable.

For its brief history,  friends opened a small store called Weekend in 2002. Originally only open on Saturdays and Sundays the store became so popular it expanded opening hours to seven days a week, creating the need for a name change. Weekday offers a unique retail experience and a carefully curated mix of women’s, men’s and accessories assortments, as well as a small selection of external brands.

Now, you will wonder if there is something that you did not know about the brand yet.
Let’s check about things you might miss.

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Fact point 1.

Did you already know that WEEKDAY belongs to H&M Group?

They founded in 2020 as mentioned, but became a part of H&M group since 2008.

Fact point 2.

Did you know that WEEKDAY supports sustainability goals?

As part of the H&M group, WEEKDAY can use the H&M sustainability solutions and work on a larger scale than most small fashion brands can. The brand commits to all the sustainability goals that H&M group sets, such as becoming climate positive by 2040 and obey the same regulations about chemicals, water usage and working conditions in the factories. It also has access to the research on innovations and support on its way towards more sustainable fashion.


When it comes to sustainability, there’s always more to be done. Today 68% of WEEKDAY’s products are already made from sustainable materials. They are 100% committed to doing better.

Here are WEEKDAY’s goals for the upcoming years:

  • 2020, using only organic or recycled cotton.
  • 2025, using only reusable, recyclable or compostable plastic in our packaging.
  • 2030, 100% recycled or sustainably sourced materials.
  • 2040, 100% climate positive.

They are taking actions to eliminate unnecessary plastic packaging and use 100% reusable, recyclable or compostable plastic in our packaging, by 2025. As a part of H&M group, WEEKDAY has a goal of achieving a climate positive value chain by 2040. What does that mean? Basically, reducing more greenhouse gas emissions than what our value chain emits.

My review about sustainability :
As World has been worrying about polluted environment due to human’s act for running industries, Fast-Fashion Industry and its Business are usually one of others getting blamed for reasons to stimulate pollution. Of course, people got the right point. We better not produce cloth garbage which is easily thrown away after using few weeks or months. The Point is, the people blaming fashion brands like WEEKDAY or H&M better think and study them at least once if the blaming is right on a justice if they work hard for sustainability. Perhaps, Are you not putting them into too much guilt of worlds crisis?

Fact point 3.

Did you know that WEEKDAY is releasing LIMITED-EDITION “DENIM LIKE IT’S 1999” Collection in 23rd Jan, 2020?

In 1999, when fashion was daring, edgy and fun, denim was forging new and stimulating connections with the possibilities that the human body and its unique silhouette brought. Rigid and standardized styles in denim were being replaced with denim that was imaginative and expressive, wild and perhaps at times confusing upon first-look. 20 years later, and Weekday is re-channeling that exact energy, this time with denim that is comprised of 100% organic cotton.

The limited-edition collection features deconstructed pieces with peek-a-boo details, low-slung jeans, G-string details on the yoke of jeans, transparent and tight-fitting tops, straight cuts and pops of pink, light blue and sage green.

Aside from looking great – and pushing forward the better-and-bolder world of denim in the new decade – “Denim Like It’s 1999” also celebrates the brand’s successes in achieving its 2020 cotton goal. All Weekday cotton is now officially either organic or recycled; now the brand hopes that, by 2030, it will source all of its materials in a wholly sustainable manner.

The collection will be available to buy both online and in-stores. Check it out of what the brand has in store for us come January 23rd! (From Posting Date, it is right tomorrow!)