After 15 years in the advertising industry, Stefan Pagréus wanted new challenges. Having put himself in the shoes of consumers while creating campaigns, he was interested to learn more about people’s minds through studying psychology. “My driving force in my career, from being a copywriter to co-founding A Day’s March, and becoming a psychologist, has always been an interest in people and how they work,” Pagréus says. Soon after leaving his job in advertising, he was quick to spot a big consumer shift together with his founding partners Marcus Gårdö and Pelle Lundquist.
“The boundaries between work and leisure was increasingly being blurred. Men had previously dressed up or down for work or leisure, a new era meant a suit one day and t-shirt and jeans the next. Whereas certain people had certain styles, it was now being mixed up. We wanted A Day’s March to reflect this. We wanted to update the classic men’s shop.”
Rather than adopting quick fashion trends, these men wanted essential, affordable pieces in high quality that would last over time.
“If you looked at other brands at the time, there was no understanding whatsoever of how a man would dress. It was completely based on women’s fashion, very trend focused, in constant motion. But men, including ourselves, tend to opt for a style that works over time. Now other brands are starting to realise this.”