If you live in Scandinavia, you’ve probably heard of progressive high street favourite Weekday before, but if you’re from outside of the Nordics you may not be familiar with the part brand, part retail concept. Weekday was the original stocker of Cheap Monday, and continues to house some of Sweden’s most eclectic brands, including hipster favourite BACK and Rodebjer. Perhaps Weekday’s most boundary pushing brands however, are their own – MTWTFSS Weekday and MTWTFSS Collection.
Both of these brands champion boxy silhouettes, draped fabrics and have a distinctly genderless feel to them, offering the effortless, androgynous minimalism for which the Swedes are so well known. However, for SS14 Weekday have quite the treat in store for their loyal customers, they will be launching a capsule collection entitled MTWTFSS/HE that is entirely genderless.
The Swedes are well known for their liberalism and are often spearheaded as the global champions when it comes to gender equality, but even for a Swede this is exciting stuff. Drawing inspiration from six distinct themes extracted from the brands archives (including the bomber, the parker and leather), Philip Warkander (Phd) and the design team have sought to create a new type of fashion that doesn’t sit within the categories of menswear, womenswear or even unisex for that matter. In Warkander’s words “this collection is meant to open up, to redefine and to deconstruct the ways that we have thought about gender in the past in fashion…offering an alternative instead of a definitive solution.”
Available from the last week of January 2014, I was offered the opportunity to try out some of the MTWTFSS/HE collection before it lands in store. In this post you can see my first look and expect another two this week. Unfortunately, the Swedish wind and rain had it in for me when I was shooting, so excuse the grimace and mad hair but hopefully you get the idea! Not for the fainthearted (but the brands clientele aren’t anyway), this is a collection that is set to receive ample media attention and praise here in Sweden.
And what do you think? Boys? Girls? Other? Would you wear the collection and challenge the status quo?
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It is an interesting concept although I do think it lies more on the feminine side so not completely erasing the influences of gender, but something about the minimalistic approach with just a dash of pale green makes it a curious piece of clothing. Whether I’d wear it or not? The jacket is beautiful! Simple and definitely exuding the genderless feel! That, I’d go for.
I love the outfit but I can’t see a man wearing it!