ABOUT
Blankdays was founded in 2018 by Johan Lundell.
After two decades in the fashion industry, with experience from both small independent brands and large fashion retailers, he came to a point where he felt he couldn´t keep on working in the same way anymore:
“I just simply felt that enough was enough, and I had to try to do something about the damage the clothing industry was causing to our environment and the people working in it.”
The vision was clear:
“The goal of Blankdays is to create a sustainable brand with the world’s best basic garments, to build a brand that combines sustainability at all levels with fashionable, high-quality garments.”
He realized early on that the most obvious garments we use every day – T-shirts, underwear, socks, sweatshirts, hoodies, shirts and accessories – should not only be organic, but truly sustainable in every way.
Challenges and driving force
One of Johan’s biggest challenges when starting Blankdays was finding ways to produce that were both ethically and environmentally sustainable, without compromising on quality or design.
The decision was to eliminate middle men and only sell through own channels. This made it possible to create garments of the highest quality, without compromising on design or requirements, at prices that are reasonable, or even low in relation to what you recieve.
“Slow fashion for us is about high-quality everyday garments that never go out of style, that maintain comfort and fit for as long as possible. That’s why all garments are pre-shrunk and treated to maintain the “fresh bought” feeling wash after wash. Buy only what you need, buy better, buy smarter.”
Today
Blankdays is the result of Johan's belief that fashion can be transparent, responsible and meaningful. The brand consists of sustainable, timeless and luxurious basic garments of exceptional quality.
Each garment is created with precision and is designed and produced to last. The goal is not thoughtful consumption, a long-term capsule wardrobe built on well made choices.
Even as a small player in the industry, Blankdays continues to drive development forward:
Blankdays is constantly working with reviewing the entire process – from fabrics and production to logistics and transparency – to minimize environmental impact.
The name Blankdays, symbolized by the five rows of stitches somewhere on all garments, is a reminder of the five working days of the week, without any meetings scheduled - and a promise to focus on what really matters.