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Cheap Monday, which first launched in 2004, is coming back this summer with the same level of edge and punk spirit as ever.

Last year, H&M Group revealed that streetwear brand Weekday will form part of a new “youth destination” to create an “exciting, broadened experience, adapted to the needs and preferences of young customers”. Weekday will form the umbrella of the destination, which will introduce the revival of Cheap Monday.

The aim of Cheap Monday’s re-launch? To bring the revival of sleaze and skinny jeans to a new generation. The curated denim assortment, launching at the end of summer, will be available at weekday.com, selected Weekday stores and retailers.

“Loud, hot-headed, and uncompromising”, the denim lineup reflects the diverse traits and personalities of contemporary youth culture.

Kim Holm, Managing Director at Weekday, said: “Introducing the diverse selection of antihero fits: from super-stretch skinny jeans, low-waisted boot cuts, hyper-flared to slouchy and loose exaggerated designs. This first drop features a range of expressive yet affordable denim that embodies the Cheap Monday aesthetic.

“It’s all about reimagining history and creating your own, drawing inspiration from post-punk, pop, underground music, art, nepo babies, and true idols – all the weird allure that’s not for everyone, and that’s precisely the point.’

Alice Shulman, Design Lead at Cheap Monday, added: “Cheap Monday is a rush of restlessness, speed, and compulsion. Our design is pretty much a blend of contradictions and a multitude of personalities. Don’t let any single aspect define you; create your own multi-core.”



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