May 29, 2008

Cheap Monday (Stockholm)

Once upon a time, in an age before premium denim, $65 jeans seemed unreasonably expensive. Then came Diesel and Seven and True Religion, who taught us that denim could be sexy, and that the more we paid for our jeans, the sexier we'd be. Sure enough, we got sexier and sexier, and our wallets got emptier and emptier, until some crazy Swedish people had the bizarre idea that a simple pair of skinny jeans could be cheap and chic. Those people were Cheap Monday

The brand started as an in-house line for Weekday, a Stockholm shop that had morphed from vintage boutique to high-end fashion emporium. Designer Örjan Andersson had the idea for cheap, fashionable jeans, and starting in 2005, the brand's skull-logo jeans spread like wildfire around the world. Weekday's latest venture is a dressier line called Kostym, a slightly more expensive brand featuring high-end detailing on Chinese-made slim, classic blazers, trousers, bomber jackets, and yes, jumper dresses that work equally well at the office or onstage at a rock show. What's next? A world takeover is most likely in the works: H&M has lately bought a 60% stake in the company.

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