Photo: A Day's March overshirt featuring Jan Håfström's signature motif from The Red Corridor

Art usually stays put, but this collaboration sets it in motion. A Day’s March, the Swedish clothing brand known for its close work with artists, has partnered with the SSE Art Initiative, the Stockholm School of Economics’ platform for art and culture, to create a unisex collection inspired by Jan Håfström’s artworks displayed in “The Red Corridor” at the School’s cultural heritage building.

“The Red Corridor” is part of the SSE Art Initiative’s permanent collection and one of the School’s most distinctive spaces. Lined with works by Håfström, one of Sweden’s foremost contemporary artists, it is encountered daily by students, faculty and visitors. Rather than treating art as decoration, the SSE Art Initiative places it at the heart of campus life.

“At SSE, art is knowledge. It has the ability to open up conversations, slow us down, and create new ways of thinking,” says Tinni Ernsjöö Rappe, Executive Director of the SSE Art Initiative. “Seeing these works translated into clothing allows the art to leave the corridor and meet people in their everyday lives, which is very much in line with our ambition.”

From corridor to collection

The collection draws directly on visual elements from Håfström’s works in the corridor. Signature motifs such as the black-and-white skull and the open book reappear as patches, embroidery and prints across overshirts, rugby shirts, dress shirts, tees, caps and tote bags. All pieces are unisex and designed to be worn as part of daily life rather than as limited art objects—extending the SSE Art Initiative’s ambition to make art part of everyday experiences.

For A Day’s March, the collaboration continues a long-standing practice of working closely with artists, including previous collections with Jan Håfström. What makes this project different is its point of departure: a permanent collection in a school rather than a studio or gallery.

“We are drawn to places where art is woven into everyday routines,” says Stefan Pagréus, co-founder of A Day’s March. “The fact that these works live inside a business school made the project especially interesting. It shows that creativity and reflection belong everywhere, not just in cultural institutions.”

Art where you do not expect it

Both partners share a belief that art gains strength when it appears in unexpected settings. Through the SSE Art Initiative, art is part of the learning environment. It enriches our lives by introducing ambiguity and reflection, reminding us to use our senses when navigating an uncertain world. At A Day’s March, art is a constant source of inspiration.

The collaboration also challenges assumptions about where ideas comes from. Instead of fashion influencing education, or art adapting to commerce, a business school’s art collection becomes the starting point for a fashion line. In doing so, the project underscores how cultural expression can move freely across sectors.

The collection will be released on February 19 in A Day’s March stores and online, offering a new way for people to experience Håfström’s aesthetics and the SSE Art Initiative’s vision of art as an integral part of everyday life.

For more information, please contact:

Tinni Ernsjöö Rappe
Executive Director, SSE Art Initiative
Phone: +46 70 836 66 41
Email: Tinni.Rappe@hhs.se

Stefan Pagréus
Co-founder, A Day’s March
Phone: +46 766 11 22 73
Email: stefan@adaysmarch.com

About A Day’s March

A Day's March is a Swedish clothing brand founded in 2014. The name is an old military term for the distance an army can move in a single day—reflecting the brand's ambition to make clothes that help you get through your day, with all its triumphs and setbacks. A Day's March aims to create durable garments with a long life, guided by a design philosophy rooted in functionalism and clean, minimal forms. Beyond producing timeless, wearable clothes, the brand celebrates creativity and shows how artistic collaboration can leave a lasting mark. Since its inception, A Day's March has undertaken several high-profile collaborations with artists and designers, including Owe Gustafson, Stockholm Art Week, Lisa Larsson, Deadwood, Mark Frygell, and Jan Håfström—projects that are both a tribute to art and a part of the company's sustainability efforts. Today, A Day's March operates three stores in Stockholm, one in Gothenburg, one in Oslo, and one in London. 

About the Stockholm School of Economics

The Stockholm School of Economics is rated as a top business school in the Nordic and Baltic countries and enjoys a strong international reputation. World-class research forms the foundation of our educational offering, which includes bachelor, master, PhD, MBA, and Executive Education programs. Our programs are developed in close cooperation with the business and research communities, providing graduates substantial potential to attain leading positions in companies and other organizations. 

The School is accredited by EQUIS, certifying that all of its principal activities – teaching as well as research – maintain the highest international standards. The Stockholm School of Economics is also the only Swedish member institution of CEMS and PIM, which are collaborations between top business schools worldwide, contributing to the level of quality for which our school is known. 

Press contact

Ylva Mossing
Content and Media Relations Manager
Email: ylva.mossing@hhs.se
Phone: +46 730 97 26 16

For more information about the Stockholm School of Economics, or to read all of our press releases, please visit our website.