Whilst others announce the end of skinny jeans, Cheap Monday is celebrating its first ever – and most iconic – denim model “Tight” with a dedicated all-media campaign.

Starting on Monday, September 5th 2016, Cheap Monday calls out a 4-week consumer competition on social media. The participants are asked to upload their everyday outfits including the “Tight” jeans with the hashtag #tightalright.  Each week, three contestants will win an outfit including one pair of jeans, one top and an accessory and at the end of the 4-week-challenge a Grand prize will be given to the final winner: a trip to London for two, including airfare, hotel, food and shopping allowance at the Cheap Monday London Carnaby flagship store. The jury consists of: Ireneo Ciammella - Cheap Monday's print and accessories designer, Mago Dovjenko - Designer and creative director and Marie-Sophie Lockhart - Marie has created unique hand embroidery for Drake, Rihanna, Beyonce & Miley Cyrus.

In 2004, Örjan Andersson lay the foundation of the now H&M-owned Stockholm brand Cheap Monday by creating “Tight”, an unwashed, unisex, medium rise skinny fit that should become a staple.