Weekday collaborates with Non-Violence Project

Weekday has announced a campaign and clothing collection designed to promote peace and solving conflicts without violence in a new collaboration Non-Violence Project, a non-profit organization.


Weekday

Additionally, the brand has formed a Peace Force, comprised of nine individuals who in some way or another have been affected by violence (either verbal abuse, domestic abuse, cyberbullying, or gang violence).

The Peace Force will work with the Non-Violence Project (NVP) to inspire young people seek peace in their daily life, and will have the opportunity to become certified trainers to schools, sports teams and community centres.        

Also sharing the message will be a collection that Weekday will launch online and in stores from October 11. NVP’s ‘knotted gun’ logo, originally created by Swedish artist Carl Fredrik Reuterswärd following John Lennon’s death, will be prominently featured across the collection.  Meanwhile, the colour palette of green, orange and black draws inspiration from European emergency vehicles.

“This collaboration feels very personal and close to our hearts, as violence in some form has affected the communities we live in, our friends and our families,” says Nadine Schmidt, head of marketing at Weekday.

“This is a major problem on a global scale and we cannot be silent on such an important issue that affects so many. Our work with the Non-Violence Project helps us start a conversation and hopefully inspires others to be role models for a world without violence.”

Blaise Oberson, CEO of the Non-Violence Project Foundation, added: “Since 1993 we have held violence prevention programs around the world, focusing on conflict management, self-esteem building, and non-violence. With Weekday lending us their voice and support, we hope to reach an even broader audience; a young group of aware and active social influencers who can spread our message in new inspiring ways.”

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