Simon Wick, who built a cult community around his own brand (di)vision, has stepped into the role of creative director at Danish athletics and lifestyle brand 7 Days Active. In an exclusive interview with Vogue Scandinavia, Wick discusses his new gig for the first time
Danish athletics and lifestyle brand 7 Days Active has quietly entered a new era; Simon Wick, founder of (di)vision, has stepped in as creative director. It’s a notable change for both parties: 7 Days Active has never had an especially outward-facing creative at its helm and Wick has never held a creative director position outside of (di)vision. But for Wick, that’s precisely what made the gig enticing. “I wanted to try a new challenge, especially as I’m maturing,” says Wick. “With (di)vision, the brand was really about partying, going crazy, and as you mature you want to work with things that resonate with you. And for me, the active lifestyle and the more simple aesthetic – it’s not so wild – I could really see myself in those parts of the brand.”
Simon Wick joins 7 Days Active as Creative Director. Photo: 7 Days Active
Wick is joined by Clara Nimb Andersen, who returns to 7 Days Active as brand director. Photo: 7 Days Active
He has a point; when Wick founded (di)vision, he was a free-wheeling 21-year-old. Today, he’s 28, married and into tennis and saunas (not that he doesn’t still like to let loose from time to time). Plus, the stark realities of (di)vision had set in. The brand, though beloved by its emphatic local community, couldn’t make it work financially; it declared bankruptcy towards the end of last year (Wick and his investors have since bought back the brand. He will remain an owner and creative consultant of (di)vision moving forward).
Simon is a rising star in fashion. I have followed his journey for years and been impressed in his innovative approach.
Henrik Fjordbak, owner of 7 Days Active
Founded in 2019 (around the same time Wick launched (di)vision), 7 Days Active has accrued a following of health-conscious, hip customers who are drawn to the brand’s understated aesthetic, which exists somewhere between streetwear and activewear. However, the brand’s quiet approach has resulted in a lack of an identifiable visual identity. “I think what 7 Days has been ready for is a more defined visual direction,” says Wick. “It’s about building on what’s already there and pushing it further.” Wick promises we’ll see his signature design aesthetic in his debut collection, including a sense of nostalgia and “character-based storytelling”.
Wick isn’t alone in the 7 Days revamp; he’s joined by brand director Clara Nimb Andersen, who previously worked at the brand. “Having previously been part of the team, I saw firsthand how much potential the brand had but also how much work was needed to refine its direction,” she says. “At the time, personal commitments and other opportunities made it difficult for me to take on that challenge alone – I needed the right partnership and force to make it happen.”
Together Simon and Clara will usher in a new chapter for 7 Days Active. Photo: 7 Days Active
Photo: 7 Days Active
It was Wick’s “creative instinct, talent for cultural storytelling, and his energy” that enticed Nimb Andersen to return to 7 Days. “Together, I believe we bring the perfect balance of creative direction and strategic execution,” she says. “As a duo, we’re here to not just maintain the brand but to push it into a new era – one that is bolder, more refined, and true to its core DNA.”
For 7 Days Active owner Henrik Fjordbak, Wick was a perfect fit. “Simon is a rising star in fashion,” he says, noting that the potent combination of Wick and Nimb Andersen will usher in the brand’s new chapter. “I have followed his journey for years and been impressed in his innovative approach.”
Though the brand has a presence internationally, Wick’s hope is that he and Nimb Andersen can build 7 Days Active into a true power player, both within casual active wear and ready-to-wear. With (di)vision, Wick proved his prowess at building community, and he plans to take that same approach at 7 Days, albeit on a more global scale. “7 Days has always had an international presence and appeal,” he says. “I really like the idea of growing the brand even more globally.” And perhaps he’ll bring some (di)vision fans along with him for the ride – those also looking to mature into a new lifestyle and more pared down aesthetic.