Sweden-based apparel retailer Weekday has launched a campaign in collaboration with Non-Violence Project, an NGO that works to promote peace and clearing conflicts without violence. The apparel label will launch a new collection in line with this campaign.
Notably, the brand has also created a Peace Force, comprising nine people who in some way or another, have been affected by violence (either verbal, domestic abuse, online-bullying, or gang violence).
Nadine Schmidt, Marketing Head, Weekday, said, “Violence is a huge issue at the international level and it is increasing everywhere because people are afraid to speak against an issue that not only affects them but people around them as well.”
“This partnership feels very personal and close to our hearts, as violence in some form has affected the communities we live in, our friends and our families,” Nadine added.
Marking out the major objective behind the collaboration, the brand elucidated that the project will work to encourage people to search for peace in their daily lives, along with the opportunity to become authorised trainers to schools, sports teams and community centres.
Besides the collaboration, the brand has also launched a collection, inspired by the Non-Violence Project and their work, online and in stores from October 11. NVP’s ‘knotted gun’ logo, which was designed by Swedish artist Carl Fredrik Reuterswärd, will be prominently featured across the whole range. On the other hand, the colour palette of green, orange and black draws inspiration from European emergency vehicles.
