Always on Sunday is a new Greek brand launched in April 2021. Its name is playing with a twist on the title of the legendary Greek movie «Never on Sunday» by Jules Dassin starring Melina Merkouri. Utilizing as its main branding icon the Sun, a great source of light and strength, the Athens-based company promotes the values of freedom, confidence and joie de vivre in its manifesto. Its birth was based on a simple but crisp idea: to evolve the classic Greek grocer’s blue plastic bag into a sustainable style accessory.