The high-profile collaboration between A Day’s March and the legendary Swedish artist, illustrator and genius Owe Gustafson continues. And now, for the first time – garments for kids!
Still focused on Gustafson’s iconic elephants, the third collaboration introduces a children’s range alongside the unisex collection. The new Owe Gustafson-collection features hoodies, Oxford shirts, t-shirts and baseball caps. Additionally, A Day’s March’s signature garment, the overshirt, is now available with the elephant motif in kids’ sizes.
The Owe Gustafson collaboration was coined by creative directors Stefan Pagréus and Pelle Lundquist one day in December 2017. The pair were brainstorming ideas for a playful illustration-based capsule collection, that would be in stark contrast to the formal style typically associated with A Day’s March, when their former teacher Owe Gustafson sprung to mind.
Owe Gustafson in his Stockholm home, April 2018.
”’Fem Myror är fler än Fyra Elefanter’ was first aired in 1973. That’s forty-six years ago and a lot of water has flowed under the bridge. I’ve since worked as an illustrator, graphic designer, artist, teacher and author. For a while, I was tired of constantly being associated with the show. But today I’m proud of it. Usually, I’ve turned down commercial projects and, at first, I was hesitant when my former students at Berghs School of Communication reached out. But I fell for their product and unusual company name, and so decided to say yes.”
Owe Gustafson’s work became renowned in Sweden in the 1970s thanks to the children’s show ‘Fem Myror är fler än Fyra Elefanter’ (‘Five Ants is more than Four Elephants’). Except being exhibited all over the world, he has published some fifteen books and made more than ten films, including his work on the ‘Fem myror’ show. In 2014, the show was voted the second most significant Swedish cultural artifact in the last 150 years by the readers of the national newspaper Dagens Nyheter, beating the Nobel Prize and Ingmar Bergman’s period drama ‘Fanny and Alexander’..