BERLIN–This weekend, Germans were jumping for joy because of Weekday. The cool Swedish store–known for its line of MTWTFSS clothing–opened a shop in Cologne on Friday, the second one in Germany. What started as a fledgling vintage boutique named Weekend in Stockholm in 1998 is now a fully-grown retail business that includes eleven international stores, four collections and five-to-ten designer collaborations per year with most pieces costing under 100 euros, or $136.
Sounds like mass market? Correct. Like COS, Weekday is owned by H&M. But Weekdays adds an element of wit to the stable of brands; its clothes are louder than COS and more individual than H&M. Case in point: Current stock in the new Cologne store features silk trench coats, cropped tanks with hooks running down the front, extra-large pleated leather cuffs, horse-print t-shirts and a plethora of denim. Besides Weekday’s eponymous jeans line, globally popular denim brand Cheap Monday also fills the shelves of the latest two-floor, Scandi-chic emporium.
But that’s not all. Further up north in Hamburg, Weekday’s little sister brand Monki made a mark on the retail landscape, too by throwing its very own bash on Saturday night to celebrate the launch of the house’s 1990s Cool Jeans collection. While Monki is a little more playful than Weekday-think retro floral prints on tops and skirts, striped blazers, baby pink denim dresses and hair clips with embroidered silk roses-so was its party. Clearly inspired by the 1990s, there was music from that era, disco balls, old-fashioned sweets, mini-bottles of rosé wine and a display of stonewashed Cool Jeans.
Some of those jeans were customized by 15 artists who, prior to the event, had ripped them apart, turned them inside out, studded them, slashed them, sewed on leather panels, suede ruffles and neon wool braids. One pair even featured pinned-on celebrity fashion face-off images, cut out of gossip magazines. “The best part was when the artists really freaked out over these jeans,” explained Mai Suzuki, from Monki.
So will Weekday and Monki ever come Stateside? “Well, you know there’s always a chance,” she continued. “For now, we’re concentrating on Europe, but someday this will be a possibility.”