Sam Jones and Rhydian Powell founded the British casualwear and lifestyle brand Weekend Offender in 2004. What started with a few T-shirts developed into an internationally known brand that became particularly popular among football fans, but also in other subcultures due to the passion for music and film. So it’s no surprise that the FW24 20th anniversary collection “reflects the long-standing influence of iconic screen moments” – from legendary film scenes to shared experiences in front of the TV at football games or concerts.
At the end of the year, Jones looks back on 20 years of Weekend Offender, shares special moments and gives a little insight into the future of the brand.
How do you look back on 20 years of Weekend Offender?
It’s been a crazy journey! We started with a few graphic t-shirts that we sold out of boxes. We had the hope of creating something without knowing what it would become. Today we offer seasonal collections with over 300 items and have customers all over the world. There were some difficult periods, but it all led to the success we have today.
What pieces are you celebrating the anniversary with?
Our anniversary collections have been completely on the market since mid-December. We saved the most important piece until the end of the year: the new edition of our legendary “Naz” jacket. It was originally worn by Liam Gallagher (editor’s note: lead singer of the band Oasis), who came into our Soho store and bought it himself.
This reissue, along with the reissue of five graphic tees, received an incredible response from our customers who have been with us since the beginning and always have an appetite for nostalgic pieces. Further collaborations and specials are being planned, so 2026 looks promising. Stay tuned!
Outerwear is an important part of your range. Which other jackets are doing particularly well at the moment?
Jackets are one of our most important categories. We’ve built a reputation for high-quality jackets with colors and fine workmanship that people love. We have had a down program for three winters. We have switched this to Primaloft (editor’s note: synthetic insulation material made of polyester) for autumn/winter 2025.
The “Amsterdam” jacket has sold very well since the launch of the premium collection and continues to achieve excellent sales figures. Our two highest volume jackets are the ‘Technician’ windbreaker and the ‘Stipe’ softshell jacket. Classic fits, easy to wear and good price points – we struggle to keep them in stock! The numbers obviously vary from summer to winter season, but I would say that jackets account for around 20 percent of total sales.
Over time you have developed into an international company. Which markets are particularly strong for you?
We recognized early on that there was a fan base in Europe, so expanding there was a natural step. We have had good agencies representing the brand in France and Italy for a number of years and they are seeing consistent growth, which is great and is thanks to the teams there.
Last year was an important year for us as we deployed salespeople in Germany and the Netherlands. The plan is to further expand the company’s wholesale division worldwide. The UK market remains our strongest market and we are working hard to develop our operations to maintain momentum at home and abroad.
Where would you particularly like to grow?
Asia and North America are our main destinations. We are launching a large online platform in Southeast Asia in spring/summer 2025, which will hopefully open the door to the broader market and enable us to have conversations with the right partners.
They currently have two stores in British designer outlet shopping centers. Are you planning new openings?
Nothing concrete is planned at the moment, but discussions about additional stores are ongoing. We have had great success online and believe we could extend this to other brick-and-mortar stores. But the situation is difficult at the moment, so it should be the right location for us.
Would you also consider openings outside of your home market?
We had a franchise business in Italy for a few years. However, that was closed a few years ago. We would like to open stores in some of our other strong markets and hope to do so sooner than we think.
Football culture plays a central role in your brand, which has followers across all social classes. Who are your customers?
It’s not just football, we emerged from the main subcultures of music, football, fashion and film. We have undoubtedly been embraced by fan culture, but our passions go beyond the stadiums. Inspiration from music and film can be seen in our graphic tees and styling.
Men of different ages and social classes can identify with our product in one way or another, then it just depends on whether they want to wear it or not! However, our core customer is the guy who works hard all week and wants to have fun at the weekend, whether in the pub with friends, watching football or at a concert. He may not be the richest, but he wants to look good.
The difficult overall economic situation is also affecting consumption in higher price segments. How does this affect your business?
Overall, rather positive. The decline in spending on truly premium brands has increased spending in the next category down to which we belong. Consumers find that they can get products of the same quality and design at a much better price, allowing them to buy more items for the same value.
Don’t get me wrong, the last few years have been difficult, especially after Brexit. But we have found our way and supported our wholesalers and end consumers as best as possible. However, it was difficult to see how many independent stores struggled, with some eventually having to close entirely.
Aside from the market situation, casual wear is currently popular. Does this also boost your business?
We do what we always do: we stay true to our DNA and add small, trendy styling elements. But our customers are always there and want basic pieces year after year, regardless of whether the product is trendy or not. That is the reason for the constant growth.
How will you finish the anniversary year financially?
Double-digit growth and above plan in all areas, with no signs of slowing in 2026 and beyond.
The interview was conducted in writing.