The first pair, a tight fitted denim with stretch, was originally made as a product exclusive for the Weekday stores. The concept and design was a direct reaction to the increasingly expensive denim flourishing on the market at the time.
It was an immediate success and the collection, now carrying both a wider denim range and tops soon grew too big to be carried by the Weekday stores alone.
Cheap Monday has evolved a full concept denim brand and continues to the customer fashion at an extremely good price.
By putting Cheap Monday alongside more expensive brands in good stores Cheap Monday founders aim to create clothes that compete with high-end brands both in attitude and fashion level as well as in quality.
Photos courtesy of Berns Salonger and Kristian Löveborg