Our Story

Since our launch of the iconic bag Gweneth in 2013, the bag has been a bestseller in Scandinavia, popular all over the world, and used by thousands of women.

DAY ET was founded in 2014 at the Danish fashion house Day Birger Et Mikkelsen and since then a lot of new items has been added to the Gweneth family.

Gweneth is where we are from, that is what defines us - and that's how we shape the present and the future.

Our Icon

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 when we go to work, pick up children, travel or rush for yoga class – sometimes followed by dinner or a night out.  A bag for that kind of life needs to be both functional and stylish. It should make your day easier and should take care of our daily needs.

Your Gweneth is with you every step on the way.

I never knew I wanted it.
In fact, I wasn’t even looking for it...
Why? You ask? Since I’ve had it,
I would now be lost without it...but simply
– it fits everything in it.

-Scarlett Conlon, Vogue Daily editor





Our Mission

We launched our first sustainable version of Gweneth in 2020. It is made in recycled material - because all classics need an update once in a while. For Gweneth it means stepping towards a greener DAY.

At the same time, we ensure that Gweneth still keeps what it promised from the start - durable, spacious and stylish