Have the Scandinavians cracked the model for Independent Menswear? – A Day’s March, tells us how it’s done.

Amongst the wash of Scandinavian brands revelling in the renaissance of Nordic menswear independents is A Day’s March. Founded in 2014 by Marcus Gårdö, Pelle Lundquist and Stefan Pagreus, they have combined experience in retail, design and marketing to produce quality staples at a friendly price. With three stores in Stockholm, one in Gothenburg and soon a flagship store to arrive in one not yet revealed Nordic city, they are keen to expand and attract new customers. Plus a recent launch of international shipping is helping to drive their success with a direct-to-customer business model.



Marcus Gårdö, one of the founders knew that the wholesale business of selling to third party retailers was inefficient and that inefficiency was paid for by the customer, in the form of higher prices. With the idea of building better men’s clothing for less, Marcus teamed up with his friends Pelle and Stefan and A Day’s March was formed in 2014. The business idea is to offer clean-cut basics and wardrobe staples of the highest quality at a friendly price and by skipping out the middle-men to sell directly to customers, online and offline. This way they can create great, high quality products at a lower price than they would normally retail at.


‘Our name, A Day’s March, comes from an old military term referring to how far an army could move in one single day. We believe it’s an apt name for a clothing company that helps you keep going through the triumphs and troubles of everyday life with your head held high. We still have the same quality as premium products but at a much more friendly price.’ – Marcus Gårdö



The fabrics are sourced and manufactured primarily in Europe, Portugal and Italy. In keeping with typical Scandinavian tailoring the brand is non-assuming, non-logo heavy, deftly designed, deliberately bereft of theatrics – almost an ode to minimalism. The over-shirts are composed from herringbone twill and have a soothing aesthetic crispness. So too, the Merino Wools once combined with the flannel suits, punctuated by white sneakers. By keeping the look clean it widens the range of the demographic making A Day’s March a highly accessible brand for all ages.


‘We are very attentive to the quality of our products and spend a great deal of time on every garment. Our ethos is that we would rather make one exceptional shirt than three mediocre ones, and we continually make small adjustments and improvements in our quest for perfection,  which ties into the DNA of our clothing – made to last. We are concerned with style and not trends which means that we produce clothing that will last for a long time. You will never find a piece of clothing that we wouldn’t wear, that is important to us.’ – Marcus Gårdö



The idea of producing durable products in an era of disposable fashion certainly resonates with their customers and with the ability to sell direct to their audience they negate any lofty mark-ups from third parties or subsidiaries.

Marcus and his team are clearly optimistic A Day’s March is a brand that will soon be surfacing in the UK, riding on no one’s coattails but maybe in the slipstream of some of Sweden’s other marquee names, Tiger of Sweden, Elvine etc. The brand is riding a wave, perched on a high watermark with high endeavours to climb. In the words of the Emperor: ‘We shall watch your career with great interest’. EJ


words by PETER BROOKER