Watch lovers embrace to the sounds of Mapei in this Swedish fashion brand’s new short film
Ever wondered what to keep in the fifth pocket of your jeans? Weekday and RFSU have come up with the perfect pocket-sized solution. By joining forces with the RFSU (the Swedish Association for Sexuality and Education), Weekday have created a condom range. In order to shed the stigma attached to buying condoms, the Swedish fashion brand say they hope “to become a place where our customers can feel comfortable buying condoms.” Rather than being embarrassed of buying johnnies, Weekday hope to make the act as routine and commonplace as buying a pair of jeans.
To promote the campaign, they have teamed up with Swedish director Christian Larson and Swedish-American soul-star Mapei to make a video. The raucous scenes of shattering wine glasses and intertwining bodies portray a message that we can be carefree without being careless. Even while these lovers are hoisted against toilet doors to the bluesy twangs of Mapei’s “Don’t wait”, they remember to whip their condom from the fifth pocket of their jeans. All WEEKDAYxRFSU condoms can be bought in Weekday stores but just remember you make sure not to wash the jeans with the condom inside. 20 per cent of the sales will be donated to the RFSU’s global campaign for equal sex rights, contraception, abortion, sexual education, HIV awareness and more.