“I’ve always had a strong interest in the visual arts, especially fashion, which is why I was excited by this idea,” he explains, recounting the early days that led to the launch of Swedish menswear outfit A Day’s March. “When I met Marcus Gårdöxx, our former CEO, we discussed a vague idea he had about creating a new, modern take on the classic one-stop shop for menswear — a brand focused on essential pieces, built around values like quality, timeless clean designs, and European production.”

What began as an ambitious vision quickly gained traction, propelling A Day’s March to the forefront of minimalist menswear for the next decade. “With a background as an art director and extensive experience working with fashion brands, I was used to thinking in terms of ideas,” explains Lundquist. “We didn’t start the brand out of a love for any particular garment. Instead, it was about the concept of creating a brand that would stay relevant in a world overly focused on seasons and trends, and where cheap, low-quality products are often the alternative to luxury items that are inaccessible to many.”

Indeed, amidst a world grappling with social and economic change, the last 10 years has seen the label regularly juxtapose crisp wardrobe staples with classic Italian tailoring and American sportswear across its designs. With that, Lundquist reflects on the brand’s success and the revised definition of essentials.

As A Day’s March has grown, so too has the complexity of the menswear landscape, and in turn, fashion itself. With increased competition, the label has not only refined its approach to serve today’s marketplace, but also sharpened its focus on effectively communicating what makes it stand out. “We have much more competition now,” says Lundquist candidly, acknowledging how A Day’s March continues to progress in a more challenging market. “But I believe that communicating our ethos through both our products and our messaging is crucial for clarifying our identity, especially for attracting more customers in London and New York.”

This commitment to innovation is showcased in the brand’s evolving collections, which include archetypal items like the Verena Dress in navy blue for women, or the Abu linen shirt for men. “The Autumn [2024] collection is stronger than ever when it comes to outerwear, featuring both technical jackets and classic wool coats. We are also introducing a lot of new knitwear. You’ll see that we are moving toward more elevated looks with new blazers, cardigans and even suits. Naturally, we also have many new overshirts in the collection, as they are one of our signature products,” Lundquist shares.

Within the brand’s catalogue there is also a clear dedication to quality and timeless designs that thrive on sustainable practices.

The company also takes a thoughtful approach to its production process, using sustainable materials like organic cotton, Tencel, and recycled polyester, all while continuing to push for more sustainable choices in the future. With a 2030 sustainability agenda in place, the outfit has set clear goals for its environmental impact. Producing most of its garments in Portugal, they ensure that the factories they work with share the same values, using green energy and adhering to EU regulations.

Of course, summarizing a decade of growth is no easy feat. Still, Lundquist is keen to highlight several pivotal moments that have shaped the label’s identity. From the early days of opening their first store in Stockholm to the more recent expansions in London and New York, the journey has been marked by both successes and challenges. The economic downturn in Sweden and Europe over the last two years has also posed significant obstacles. Nevertheless, Lundquist maintains a positive outlook, stating, “Tough times are also good because you have to question yourself and try to be creative in solving problems. It is a true cliché that it’s the significant challenges we've faced that have taught us the most.”

“It’s also important to have a clear idea of what you want to do — what differentiates you from the rest?” he adds in response to advice for upcoming designers. “Once you have that idea, you shouldn't let others discourage you by telling you how hard it will be.”

In closing, the creative director shares his pride in the evolution of A Day’s March: “I’m very proud that we started with just one idea and were able to grow it from nothing into a lineage that is now relevant across many different markets, with people of all ages calling themselves fans—all in an industry that presents perhaps the toughest challenges of all.” He envisions the future, declaring, “I hope we will be remembered as the brand that reinvented what essential menswear can be.”