Revert 95 | Brand of the Week | Cheap Monday
Cheap Monday came into being in March 2004, when a tight pair of trousers with a striking skull logo saw the light of day. But of course, some things preceded this. To tell the complete story, we have to go back to November 2000, when Örjan Andersson and Adam Friberg, along with two other friends, opened the second-hand shop Weekend in a quiet suburb of Stockholm. The shop was named so because it was only open on Saturdays and Sundays. Despite its remote location and thanks to its good selection, the shop did very well. Therefore, they decided to join forces with Lasse Karlsson to open a larger shop in central Stockholm. This shop was open every day, and was therefore appropriately named Weekday.
From day one, Weekday sold a mix of exclusive fashion and denim labels and carefully selected vintage items. This combination quickly attracted many young and trendy Stockholmers to the shop. As most of the trousers sold by Weekday were very expensive, Örjan noticed a need for cheaper but fashionable jeans. This demand gave rise to the Tight jean, which was initially only sold in the shop. These unwashed, super-tight trousers made of stretch denim were an incredible success and the first 800 were sold out within a few weeks. The iconic skull logo was created by Örjan's friends Björn Atldax and Karl Grandin, who were also involved in the designs for the two shops. In 2005 Cheap Monday became an official brand, and just over 10 years later the Swedish label is Brand of the Week at Revert 95.