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The Peace Force Collection by Weekday X Non-Violence
The Peace Force Collection by Weekday X Non-Violence

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A peaceful collaboration; Weekday x Non-Violence Project

For autumn/winter 2018, Weekday will launch a comprehensive collaboration with Non-Violence Project (NVP), a non-profit organisation that promotes solving conflicts without violence through educational programs. The partnership consists of two parts: a newly formed network of spokes- persons for peace and a collection, available from October 11th, that enables Weekday customers to promote peace in their daily life.

The new network, dually dubbed Peace Force, is comprised of 9 individuals who in some way or another have been affected by violence* and therefore decided to take a stand against it. The start of their Peace Force work is a campaign with Weekday promoting the initiative, followed by a chance to work closely with the Non-Violence Project to inspire, engage and motivate young people to solve conflicts without violence. Each member has been offered an introduction course/session from NVP, focusing on the importance of a healthy self-esteem and the use of conflict management skills. They also have an opportunity to become certified trainers to schools, sports teams and community centers.

Along with the goodwill collaboration, a collection inspired by the Non-Violence Project and their work will be launched online and in stores. The main graphic is the “knotted gun” NVP logo, originally created by Swedish artist Carl Fredrik Reuterswärd, as a tribute to John Lennon who was shot and killed in New York City in 1980. European emergency vehicles influenced the use of colour, which is green, orange and black. The idea of using Peace Force as the main message is the same as creation of the network, the want for streets to be overtaken by a Peace Force instead of a police force.

“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”, Blaise Oberson, CEO, The Non-Violence Project Foundation.

“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. 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.”Nadine Schmidt, Head of Marketing, Weekday.

*Violence comes in many forms; verbal abuse, domestic abuse, cyber-bullying, and street/gang violence.


Weekday is a Swedish denim and fashion brand influenced by youth culture and street style. Founded in 2002, Weekday currently ships to 18 markets and has stores in 10 countries, offering a unique retail experience and a curated mix of women’s and men’s assortments as well as a small selection of external brands.


Instagram: weekdayofficial

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We inspire, motivate and engage people to learn how to solve conflicts peacefully through raising awareness and education.

The Non-Violence Project Foundation empowers people with creative tools and skills to cultivate awareness and understanding of non-violence, enabling them to overcome violence, leading to a virtuous cycle of positive impact. We believe that knowledge is power, and that creativity can help unlock the full potential of this power through skill-based learning and learning tools that are more engaging, impactful, and relevant to the needs of today and tomorrow.

We have educated more than 9 million people on five continents since the organisation was founded in 1993 in Switzerland. Our education programs and outreach initiatives have won several awards for best practise. President Obama awarded NVP the ”President’s Call to Service Award” in 2011. Other awards include the Presidential Daily Light Award, received by President Bill Clinton, the Paul Harris Fellow Award given by Rotary International, the American National Safety Council Award for best practise and the Weed & Seed Award given by US Justice Department in 2009.

It is thanks to our 30-year legacy, symbol of the Knotted Gun, innovative methods, and a growing community of change advocates like you that we can shape a more peaceful and non-violent world.

We are a non-profit based in Geneva, Switzerland, but operating globally, which means you can join us wherever you are.

For more information about us and our initiatives please visit or contact us at

The Non-Violence Project Foundation
Avenue Louis Casaï 18
1209 Geneva