Thursday Friday loves fashion – as long as it's fun. They like the chic way into trends, and they're into accessible high style. They go for products that are easy to acquire, use, and personalize. Yeah, they're inspired by consumerism, class, and iconography, but that doesn't mean they're putting out precious, abstract concepts. Thursday Friday is every day. Behind the emerging It-label are creative director Roni Brunn and business strategist Olena Sholomytska. They met in Stockholm, where Olena worked as an IT consultant and Roni focused on her acclaimed indie pop band From. Israeli-born, Harvard-educated Roni has previously headed an eponymous accessories label which was featured in publications like Vogue and InStyle. She also runs the LA-based Math-Club, which was profiled in Wired and Time. Ukrainian-born Olena worked as an innovation manager for the airline industry and ran an IT consultancy that helped bridge Western and Eastern Europe. She has since launched StyleWellness, a company that markets unique wellness products which were featured in Self and Good Day New York.