Behind A Day's MarchWe make clothes with long-lasting quality and design. Instead of following every fashion trend, we want to create clothes that last and that you’ll love to wear for years. This is good for the planet. The least eco-friendly shirt is the one you have to replace every other month.
We make clothes with long-lasting quality and design. Instead of following every fashion trend, we want to create clothes that last and that you’ll love to wear for years. This is good for the planet. The least eco-friendly shirt is the one you have to replace every other month.
When Pelle Lundquist co-founded A Day’s March, he had never designed a garment in his life. Coming from a life- long obsession with clothing and a career in advertising, Pelle and his long-time creative partner Stefan Pagréus were approached by Marcus Gårdö to come up with conceptual ideas for a direct-to-consumer brand creating premium essentials. A Day’s March was born, and the three of them ended up co-founding it together.
“I had grown tired of the ever-accelerating cycle of trends. That was more or less the starting point of A Day’s March. We strive to make garments that stand the test of time, with our focus aimed at updating and refining classic menswear pieces – or what we consider to be classics. We try not to think about what a certain type of customer wants, we’re trusting ourselves to decide what garments to make. Stefan and I have endless discussions on clothes we have worn and loved in our lives. We’re trying to translate that into our collections, and we continually make small adjustments to improve the garments – a refinement process that never ends.”
While Marcus Gårdö worked out the business plan, Pelle and Stefan conceptualized a brand built on the modern Scandinavian man, whose work life and leisure time is intertwined. “I became a father at the time of launching A Day’s March. To be a dad while having a busy career gave us the idea of a brand that could be a support in the daily struggles. The name A Day’s March implies that you march through life with dignity, regardless of what you set yourself up to do,” he says.
The aesthetics are often viewed as Scandinavian, although with an “added color palette”, Lundquist highlights. The philosophy is based on essential garments in simple silhouettes and shapes, without the unnecessary design elements. “It’s difficult for a designer to refrain from design details. Shouldn’t there be a red weave running through the zipper? Wouldn’t that make it more fun? I think we’re good at staying put, and rejecting such ideas,” he says. Instead Lundquist sees the beauty in raw materials and letting them speak for themselves. “I think beauty is a notion that one uses too little in contrast to what is cool. I love beautiful things. Simple silhouettes, shapes and beautiful materials that work on their own.”