Weekday apparel

Weekday is a Swedish denim and fashion brand that draws heavy inspiration from youth culture and street style. The brand's journey began in 2002 when four friends opened a small store in a Stockholm suburb named 'Weekend,' which initially only operated on Saturdays and Sundays. Due to its rapid popularity, the store expanded its hours to seven days a week, prompting a name change to Weekday.

In 2008, the H&M Group acquired Fabric Scandinavien AB, the parent company of Weekday, Monki, and Cheap Monday. Since then, Weekday has grown into a significant international player within the H&M portfolio, known for its minimalistic Scandinavian aesthetic and commitment to denim innovation. In 2023, H&M Group announced a strategic merger of the Weekday and Monki brands under a new youth-focused destination umbrella to streamline operations and enhance the customer experience.

Weekday products are manufactured through the H&M Group's extensive global supply chain, which includes production facilities in multiple countries such as China, Bangladesh, Turkey, and Vietnam. The brand emphasizes sustainability, aiming for a circular production model and utilizing recycled or organic materials across its collections.