A Day's March Season No. 5 Line Is Filled With Scandinavian Wardrobe Essentials

Now in its fifth season, Swedish brand, A Day’s March, has dropped the lookbook for its latest collection. Continuing its commitment to timeless, wearable pieces, since its inception in 2014, its new line is filled with essentials that layer from T-shirts and polos, to hoodies and crewnecks to overshirts and bombers. Color choices for the 2017 range follow the same philosophy, with a staple color palette featuring primarily black, navy, grey, olive and white pieces. Standouts from the collection include lightweight M-65 style outerwear, and washed denim and linen shirts for the summer.

Browse the full lookbook of sustainably-produced garments above and peep below for a Q&A with A Day’s March creative director and co-founder, Pelle Lundquist.

What’s the origin of the brand’s name?

Everyone seems to ask that question. I believe our name gives an idea of what we want: to be a part of your life, your armour and your friend, on the good days and the bad ones  – whether it’s a hectic day at the office, at the beach, or at your mother’s fifth wedding. The name originates from an old military term referring to how far an army could move in one single day. I like the reference since I’m fond of the function and simplicity of uniforms.

You’re more focused on style than fashion and want to make clothes that live longer. Where do you find inspiration for your design? 

I have had a strong love for fashion and style for all my life. But I’ve been tired of the fashion part for quite a while. It was about when I started to feel that way that we started A Day’s March. So I believe that our foundation is beautifully designed garments, not fashion. What we’re exploring is much about refining and updating classic menswear pieces (or what we believe deserves to be a classic piece). We deconstruct and debate clothes that we ourselves have loved and worn for a long period of time. This also has an effect on our inspiration process – we don’t look much at the fashion brands. I’m in a place (and have been for quite a while) where I look more at highly-skilled artists when it comes to craft. I’m really interested in the process of the work of a talented painter, glass designer or carpenter.

Simplicity and function seem to characteristics of all your garments. Can that be traced back to your Scandinavian roots?  

Yes for sure. My career has always been in the visual arts, but in various fields. And I believe it would be quite easy to recognize my aesthetics regardless if it concerns work in art direction, graphic design, interiors or fashion. I love simple, elegant design. Nowadays the typical Scandinavian style has been popular internationally for quite a while. But back in 2001 when I worked as a graphic designer in New York for a couple of years this style was more or less labeled as odd since it lacks decoration or bold expressions. I believe that for most Swedish designers functional, simple design is what you have been taught in design school. This is a blessing and a curse. It can be a very clear direction to strive for. But when you fail or create something really boring you can sometimes wish to be to be someone else with a crazier palette.

If you were to pick one or two garments that truly embody the spirit of A Day’s March, what would it be and why? 

I’d choose an overshirt and our new jeans, Denim No.1.

The overshirt that originates from military uniforms is one part shirt, one part lightweight jacket which makes it a great layering piece. The military reference makes it look masculine and rugged. The overshirt has become a staple because it’s an easy way to dress up or down almost any outfit. And the jeans just because I think the fit and the fabrics are excellent – no fuss.

You don’t do traditional retail and sell solely in your own stores and online. What’s the pros and cons of being an exclusive producer-to-consumer company?

The upside with A Day’s March is that I believe that we’re pretty unique in what we do. The vast majority of direct to consumer companies are just about the price. We’re about quality. But at a very fair price. This can’t be achieved if you want to do wholesale. If we changed our strategy and go for distribution in multibrand stores we would be forced to double our prices. The obvious downside of not being represented in independent and department stores is distribution – it’s harder to be ”discovered”. This means that we have to build the trust and love for our brand ourselves, without the help of others.

For a closer look at the collection which starts at $30 USD, head over to the official A Day’s March website or any of its four Sweden-based physical locations.