YR X Weekday
A counterpart to the H&M group, Weekday is a Swedish denim and fashion brand influenced by youth culture and street style. Founded in 2002, Weekday works to deliver a unique retail experience with a curated mix of men’s and women’s fashion.
In 2011, Weekday launched weekly print project, Zeitgeist. Each week a new design is created reflecting on current events in pop culture and society. Formally, all t-shirts were screen printed in the store studios in limited quantities and sold online and in store for one week only.
Weekday invited YR to add a new touch to the Zeitgeist print experience. We introduced new technology to the store with direct-to-garment technology, on-demand live printing, regular content updates and a print management system. We built custom software to add to the shopping experience with a digital application for customers to swipe and browse through a gallery of Zeitgeist prints. Bold slogans and graphic prints featured heavily across the collection. We trained the Weekday team to carry out the permanent activation in style, with skills to print across t-shirts, hoodies, denim jackets and more! Live in store now in the flagship Weekday store in Stockholm, Sweden.