To date, private initiatives, concepts and ideas that are destined to become really popular and popular are not that common. It's about the real, right, lively and loved by consumers product, which, at the same time, has no relation to the mass market . The Cheap Monday brand, based in Sweden, is an example of the very local history that has grown to a global scale.
Fashionable youth brand
Cheap men's and women's jeans Cheap Monday can be seen on the streets of the busiest cities in the world, but not everyone knows that the beginning of the Swedish brand in 2000 was the opening of a clothing store. This idea originated in Oiryan Andersson and Adam Friberg. The opening of the second-hand shop was the suburb of Stockholm. Young people set a goal not to make money, but to spend time with friends in exchange, exchanging symbolic fees for clothes. The store, which was called Weekend, quickly became popular, and when the team was replenished with designer Lasse, the guys decided to move to the center of the capital. The new store was the beginning of a serious business. Now he worked on schedule, and not when Oyriyan or Adam had free time, got permanent buyers and new content in the form of fashion exclusive jeans brands that were now combined with things that were in use. Got a store and a new name - Weekday.
But on this talented team did not stop. In 2004, Sweden was struck by the revolutionary decision - on the counters Weekday appeared the first eight hundred pairs of casual jeans. They were narrow, the colors of non-erased denim and were characterized by an incredibly low cost.
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It's no wonder that in two weeks the shelves were empty. Obviously, young people appreciated the efforts of the brand Cheap Monday, which offered them a completely new unique style. Success inspired friends to create the company Weekday Brands, in which Oiryan and Sanna Alddaks took up the design, Friberg - for the production process, and Lasse - for the economic strategy. Marketing and graphics were entrusted to Carl Grandin and Björn Atldaks. In 2005, Swedish youth saw clothes from the debut full-fledged collection. In 2008, Cheap Monday Jeans became part of the Scandinavian mass-market H & M. Since that time, quality stylish jeans, original T-shirts with prints , demi-season and summer shoes, coats and Cheap Monday shirts have become available for fashionists and women of fashion all over the world.
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Modern casual wear
The recognizable Cheap Monday logo, depicting the skull, can now be seen on clothes presented in many shopping centers. In 2009, the position of designer was taken by Anne-Sophie Buck. Being a true fan of the true Swedish style, she supplemented the lineup of youth clothing not only with new models of jeans, but also with t-shirts, dresses, cardigans, jackets and coats. Anne-Sophie gives preference to gray, withered black, solid beige and bluish colors. Clothing made in this range is practical, preserving the northern color.
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We can not say that Cheap Monday clothes are exclusive and unique, but the brand philosophy is that the individual must create the individual, and the brand's task is to provide him with the right things.
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