As of early March Swedish fashion company Weekday will present its new brand - 1440 (pronounced 14-40) - in 19 Weekdays stores globally. 1440 is a collection for men and women. The first collection is designed by Nhu Duong, a Berlin/Stockholm-based and emerging design talent with a fan base throughout Scandinavia. After graduating from Beckmans College of Design in 2008, Duong was chosen to create her first collection for Weekday.

The current collection is a mixture of urbanity, sports and elegance. “The collection is inspired by extreme sports and highperformance clothes in an ergonomic aesthetic exploring the relationship between technology, the body and the environment. Most of the garments may seem quite minimal and classic at first, yet all the garments are multi-functional or have technical applications making them interactive and fun“, Nhu Duong says. The colour range in the first collection goes from black to white, neon, silver and pastel accents. The collection is targeted toward an urban clientele.