Owe Gustafson’s “The Great Escape”

Creative direction for A Day’s March's “The Great Escape” campaign, and marketing rollout. Direction include concept, art direction, styling, imagery, retouch, copy.

The collection was released on April 25, 2025, in A Day’s March stores.

Press release. A Day’s March and Owe Gustafson continue their long-term collaboration. This April, they launch the summer collection “The Great Escape”, consisting of 12 garments and accessories featuring playful, summery illustrations created especially for A Day’s March.

The illustrations draw inspiration from Owe Gustafson’s classic visual world and iconic aesthetic – naïvely drawn animals and colorful landscapes. The collection, titled “The Great Escape”, marks the fifth collaboration between the clothing brand and the beloved artist, offering a deep dive into both his world and the spirit of summer.

“Men usually dress very poorly. It’s satisfying to work with a company that’s trying to change that,” says Owe Gustafson.

“In a world that’s become cold and harsh, it feels good to offer some warmth and joy – and few things do that like Owe’s illustrations. We’re happy to continue our collaboration with our dear friend, the artist and universal genius Owe Gustafson,”
says Stefan Pagréus, founder of A Day’s March.

About Owe Gustafson:
Born in 1940, Owe Gustafson is an artist, illustrator, animator, graphic designer, and author. He graduated from Konstfack in 1964 and from the Royal Institute of Art’s printmaking program in 1970. Over the years, he has held numerous exhibitions in cities including Paris, New York, and Tokyo. He has published around fifteen books and animated more than ten films, including his work on “Fem myror är fler än fyra elefanter” (Five Ants Are More Than Four Elephants). In 2014, the show was voted the second most important cultural event of the past 150 years by readers of Dagens Nyheter, ranking ahead of the Nobel Prize in Literature and Ingmar Bergman’s Fanny and Alexander.