Day Et’s story began with Gweneth – a functional and elegant nylon bag created to make life on the go easier. It came to life in 2013 and today it is the bestselling bag in Scandinavia, popular all over the world, and used by thousands of women that all share the same passion for an active fashionable lifestyle. Gweneth is durable, spacious and stylish – made to make life lighter wherever you go. That is why brand director Therese Niko Busch at the Danish fashion house Day Birger Et Mikkelsen decided in 2014 to develop a full collection of bags and functional accessories in an abundance of colours, prints, shapes and materials – made for every destination in life.
The items from DAY ET quickly became popular among women around the world and highlighted by designers and influencers. The success led to the opening of retail stores and points of sale all over the world, and in 2018 DAY ET was established as an independent company with its own design studio in the heart of Copenhagen.
Philosophy : A bag is not just an accessory – when we are on the go, it’s our private space. This is where we keep our life and our secrets. A bag is our everyday companion, which needs to be both functional and stylish. It should make your day easier and should take care of our daily needs. Our iconic bag, Gweneth, was an immediate success because it does exactly that. And that is the essence of all our designs.