Owe Gustafson x A Day’s March: The Great Escape

Swedish menswear label A Day’s March isn’t in the habit of chasing trends. The Stockholm-based brand has built a name for itself crafting elevated essentials—clothes that serve as the foundation for everything else. This season, however, they’re adding a little more colour to the story. Specifically, the colours of Owe Gustafson.

Launching on April 25, The Great Escape is the latest collaboration between A Day’s March and the iconic Swedish illustrator, marking their fifth joint release. If you know Gustafson’s work—from children's programming to visual arts—you’ll instantly recognise the quirky aesthetic. Think loosely drawn animals, abstract characters, and that unmistakable childlike charm. If you don’t, now’s the time to get acquainted.

The 12-piece capsule includes graphic tees, long-sleeves, and accessories featuring Gustafson’s original artwork created exclusively for A Day’s March. Each piece feels lighthearted without losing the considered restraint that defines the brand. This isn’t a novelty drop. It’s a statement about joy and identity, wrapped up in easy-to-wear silhouettes.

“Men usually dress very poorly,” Gustafson says, never one to sugarcoat. “It’s satisfying to work with a company trying to change that.”

At a time when many brands are leaning harder into minimalism, this collection suggests a more playful path forward. There’s still structure—still the Scandinavian precision that fans of A Day’s March have come to expect—but now it’s offset with something more spontaneous.

“We’re happy to continue collaborating with our close friend, artist, and universal genius, Owe Gustafson,” says A Day’s March founder Stefan Pagréus. “In a world that’s become cold and harsh, offering a bit of warmth and joy feels good—and few things do that like Owe’s illustrations.”

It makes sense. Gustafson has been doing this since long before most of us were even born. His career spans everything from animation to printmaking and publishing. He’s exhibited in New York, Tokyo, and Paris, and his fingerprints are all over Swedish visual culture. Yet his aesthetic remains surprisingly current—possibly because it never tried to be.

The Great Escape is available in A Day’s March stores and online from April 25. Expect a lightness of touch, a bit of surrealism, and a timely reminder that menswear doesn’t have to take itself too seriously.