WEEKDAY + A NON SMOKING GENERATION

I'm really really enthused by this development. Perhaps my favourite retailer on the surface of the earth; 'WEEKDAY' have announced an exciting new collection that celebrates the non-smoking youth culture. Personally, I'm quite happy as I don't smoke... I constantly feel the pressure to basically be a sheep and subscribe to the bland cultural norm expectation of lighting a cigarette simply to look the part. My WEEKDAY fetish has reached a new level of inappropriate.


Here's the caption from WEEKDAY...

WEEKDAY + A NON SMOKING GENERATION: Everyone knows it is dangerous and stupid and it’s a long time since tobacco was even remotely cool. Despite this fact people still become addicted to tobacco. This is why Weekday, in collaboration with A Non Smoking Generation, designed a couple of nice t-shirts and tank tops. On the front of all garments is a print of the classic A Non Smoking Generation logo. One print is made using the puff-print technique of the 80’s with the logo in pastel colours, another print use a laser technique that burns the logo into the garment. Together we created two tank tops and two t-shirts for women and two tank tops and two t-shirts for men.

During the last 30 years A Non Smoking Generation has worked very hard to encourage young people to skip tobacco. This collection manifests Weekday’s view on cigarettes and tobacco in general. So, if you agree with Weekday, show it! The garments will be in all Swedish Weekday stores on June 28th.

A Non Smoking Generation: The main focus for the organisation’s activities is to encourage kids and teenagers never to start using tobacco. The major part of their work is carried out in classrooms where visiting young inspiring ambassadors discuss tobacco with the students. Since the beginning in 1979 these ambassadors have met more than 1,5 million students in schools all over Sweden. A Non Smoking Generation also educates teachers and parents and the organisation had an active role in the creation the law that in 2005 banned smoking in restaurants and bars in Sweden.