Cheap Monday is coming back

It was announced yesterday that this summer will mark the long-awaited return of Cheap Monday, the iconic Scandinavian jeans brand that captured the hearts of young fashion enthusiasts during the Indie Sleaze era. Owned by the H&M Group, Cheap Monday is set to make its comeback with a core collection of inspired jeans, as stated in the official announcement, by "post-punk & pop, underground music & art, nepo babies and true idols." Founded in 2004 by Örjan Andersson and Adam Friberg, Cheap Monday quickly gained popularity for its initially €50 skinny jeans. Cheap Monday's skinny jeans were part of a broader cultural movement, aligning with the indie rock wave sweeping across Europe. Bands like Kasabian, Arctic Monkeys, Finley, I Cani, and Tokyo Hotel became the favorite soundtracks of teenagers, and Cheap Monday's skinny jeans were a unique statement, often paired with plaid shirts, oversized sweaters, and Vans shoes.

In 2008, H&M acquired the brand along with its distinctive skull-shaped logo, incorporating it into its diverse portfolio. The brand thrived for years, becoming a symbol of rebellion and self-expression for the youth culture. Ten years later, in 2018, H&M made the decision to cease Cheap Monday's operations, citing challenges associated with the traditional wholesale business model. The fashion industry was undergoing significant changes, and Cheap Monday's sales and profits faced some difficulties. Despite its closure, Cheap Monday's influence remained embedded in the fashion landscape, especially in Northern Europe, where it had a strong presence, particularly in cities like Copenhagen. The closure of Cheap Monday in 2018 marked a shift in the fashion landscape as the streetwear frenzy embraced more voluminous and elaborate styles, moving away from the simplicity of denim. Although the indie rock culture may have passed, the revival of Cheap Monday signals a tribute to its historical influence and an upcoming return of the Indie Sleaze aesthetic.