Really, the H&M chains don’t have a weak link: there’s & Other
Stories, which opened its seventh store in Covent Garden this Spring. There’s
Cos whose collaborations and strong aesthetic make it a dream for sculptural basics and Arket, set to open this September.
Then, there’s Monki and H&M proper, the most affordable offerings.
Finally there’s Cheap Monday and Weekday – both founded by
the four same friends in 2000 and bought by H&M in 2008.
Weekday is set to occupy the space next to Arket on Regent Street, former location of Banana Republic.
It’s a triumph of Scandinavian brands over American. While
Banana Republic was classic, Ralph Lauren-style tailoring, Weekday is
affordable, and street smart rather than smart.
Last winter’s collaboration with Champion tapped into the
trend for resurrecting old sports brands as seen with Topshop’s appropriation
of ‘90s favourite Ellesse.
Unlike many other corporate brands, Weekday champions values
over celebrity, as seen in a recent campaign about friendship. Its brand
identity comes across as earnest about values, and playful about fashion – they have a true
Nordic frankness. The name refers to the brand’s beginnings – originally it was called Weekend – since it only opened Saturday and Sunday. When opening hours changed…
so did the name.
The aesthetic is simple: Timberlands, Dr Maartens, long, sporty sweatshirts
and short skirts. We love the Aster shirt – deconstructed, crisp and blue and
white (the essential basic for this season) – at £45.
With prices sitting between Cos and H&M (£40 for a
sweatshirt, £180 for special edition pastel Timberland boots), make Weekday your destination for clothes you'll want to wear every day.
|What||Weekday, new shop, Regent Street|
|Where||Weekday, 226 Regent Street, W1B 3BR | MAP|
|Nearest tube||Oxford Circus (underground)|
18 Aug 17 – 31 Dec 18, See website for further details of opening hours
|Website||Click here to shop online|