Cheap Monday did a pre-release of five selected jeans styles from its SS 11 collection. In total, about 40 pairs of each style will hit stores after the Spring/Summer 11 show.
“There is usually considerable demand to buy items from the latest collection directly after the shows, which is why we think that it will be fun to be able to buy the jeans the day after. If they run out, there will be another opportunity when SS 11 goes on general release to boutiques,” says Örjan Andersson, Creative Director at Cheap Monday.
The limited batch of jeans will be sold through the Cheap Monday Store, one of Weekday’s boutiques and is available online at ASOS.com.
Cheap Monday, founded in 2004, is a Swedish jeans and fashion label. The company’s business concept is to offer fashionable garments at reasonable prices. The label is currently represented by approximately 1,600 resellers in over 30 countries. Cheap Monday is a part of Weekday Brands AB, a subsidiary of the Fabric Scandinavien AB group, with Hennes & Mauritz holding 60% of the company’s shares and 40% owned by founders; Adam Friberg, Lars Karlsson, Örjan Andersson, and Linda Friberg.