Weekday Store Launch Last night, Weekday, a clothing brand that belongs to the Swedish H&M group, was launched at 226 Regent Street in the West-end of London. The store is situated between the H&M flagship store and the upcoming ARKET store, which is its sister brand. The inspiration behind the brand comes from energetic youth culture and the diversity in street style. The aesthetic of the brand is a fine combination between Scandinavian minimalism and its core dressing, including pieces such as denim. The brand is highly considerate due to the fact that the main core of their focus is on sustainable denim and by the year of 2020, their aim is to use 100% organic sustainable cotton within all of their cotton garments. Weekday, founded in 2002, stands out amongst its competitors as they are innovative in a future-forward era and relevant to the presence with a target on young customers. Hence, the Zeitgeist project that makes it possible to produce printed t-shirts then and there. The Fall 2017 collection was pre-released exclusively in London last night. The collection offers a wide variety of pieces for the new season. Zeitgeist unisex T-shirts were placed throughout the store with vibrant colours and statement messages such as, ‘Europe is for Lovers’ & ‘London Calling’. A specific section of the store is dedicated to consumers’ need of denim regarding fit, wash, colour and pieces designed for everyday of the week. Alongside the launch of the Fall 2017 collection, the attendees could sip drinks and food provided along to 90’s hip hop classics that were blasted out from the presence of DJ Siobhan Bell and The Streets Mike Skinner. London’s Weekday on Regent Street is the brands second store after the first launch in Paris last April. Visit the newly opened London store at 226 Regent Street, Soho, London, W1B.