AN OLD MILITARY TERM REFERRING TO HOW FAR AN ARMY COULD MOVE IN A DAY
Written by Peter Brooker
10th May 2017 / Introducing A Day’s March
The etymology of A Day’s March, a pioneering archetypical Scandinavian brand, is derived from an old military term referring to how far an army could move in one single day. A fitting name for a clothing company who is making monumental strides across the tricky sartorial terrain, becoming a conquistador of its own shores and is now seeking more international recognition.
“A Day’s March is a premium brand but because of our business model we are able to price ourselves differently. We believe that people don’t want to overpay for products, so if you can make superior quality at a friendly price then that should be made available to everyone.” says Founder and CEO, Marcus Gårdö
It all began in 2013 when founder Marcus Gårdö needed to buy a white shirt for a dinner party but the only options were to purchase low priced shirts from chain stores or an expensive alternative from a premium label. There was nothing in between that offered a reasonable price along with a great quality and fit. Marcus knew that the wholesale business of selling to 3rd party retailers was inefficient and that inefficiency was paid for by the customer, in the form of higher prices. So the idea came about, what if you could build a vertically integrated men’s clothing brand that made high quality product and sold it direct to the consumer at a valuable price? And with the idea of building a better shirt for less, Marcus teamed up with friends Pelle Lundquist and Stefan Pagreus who had experience in fashion and advertising. Together they formed A Day’s March in 2014.
“A Day’s March is concerned with style, not trends. We make garments that stand the test of time. The inspiration comes from classic American and Italian menswear, music and film, military apparel and sportswear.” – Pelle Lundquist, Creative Director.
As the brand moves into season 7, we can take a look at a few key pieces in their SS17 Lookbook.
This Milano knit merino bomber paired with the 14 gauge merino crew is an exemplar of contemporary layering and double-take colour spacing. The dual direction zip fasten breaks formality and the ribbed slanted pockets mirror the deft finish on the hem and cuffs.
“We don’t see ADM as a mid-tier brand, however; rather a direct competitor to luxury labels. The price may be lower, but our products are as good as those offered by the competition.” – Marcus Gårdö, CEO.
Introducing the Herringbone twill overshirt paired with the Relaxed canvas pant. Totemic of Scandinavian design, simple, non-foppish yet aesthetically effective. “We don’t try to second-guess what our customer wants. On the contrary, what we do is very personal – you’ll never find a piece of clothing at A Day’s March that we ourselves wouldn’t wear. In fact, many of the garments we produce are inspired by favorite vintage pieces from our own wardrobes – clothes that for different reasons have stayed with us through the years, never losing relevance.” – Pelle Lundquist, Creative Director.
Lastly, I wanted to show this Shaker rib knit crew in cotton/merino blend. It may be the middle of May but it’s still a bit chilly out there. Again, the neutral hues say it all; A Day’s March are erudite in their understanding of function, form and design.