Cheap Monday tree house
Cheap Monday tree house

04 Mar. 2011


Swedish fashion and denim brand Cheap Monday tours again with a new nature concept. ‘Customized by Nature’ is the third part of the Customized Tour. The first stop is in Paris, at the Citadium Store on rue Caumartin 50/60, from now on until March 15.

The preparations already started in June of 2010, when the design team placed some Cheap Monday jeans at three different locations in Sweden – in the dirt of the west coast, in the woods close to Stockholm, and on the roof close to the brand’s office: 30 pairs of numbered jeans worn by the sunlight of Swedish summer days, dirty fall leaves and icy winter storms since then. That way, they became shaped and individual styles and washes were created. By charge of natural salt, the sun bleaching process and the archive of different colors were increased. A gigantic tree house joins the tour as a symbol of nature and individuality. The jeans will be sold at the same price as a regular pair of Cheap Monday jeans. In addition, visitors can enjoy live DJ music and live-screening on t-shirts. The looks of the s/s collection 2011 will also be available in the stores.

The tour project started out in fall of 2008. Cheap Monday’s design team created a small amount of unique jeans, all hand-cut, torn, mended and washed. With these one-of-a-kind jeans, the team went on a tour in selected stores. The first stops were: Stockholm, Copenhagen, Berlin, London, New York, Hong Kong, Sydney and Milan, among others. The second part of the tour took place in 13 stores, in three different countries simultaneously.
Cheap Monday's customized jeans
Cheap Monday's customized jeans

Steffen Fischer

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