Clothing brand Cheap Monday, an H&M subsidiary, has teamed up with Specsavers to launch an eyewear frame collection for the British market, geared towards Cheap Monday customers.
Cheap Monday and Specsavers will create 17 different models, both for prescription glasses and sunglasses, meant to complete Cheap Monday's collection as accessories. "We have the same price philosophy. We both want eyewear frames to become a fashion accessory and in order to achieve this, the price range is crucial. Glasses are normally quite expensive, so most consumers do not seem them as a fashion accessory", Cheap Monday's Aadland Stølen told FashionUnited.
"Cheap Monday was originally a denim and jeans brand. Our glasses are designed to be worn like a pair of jeans", he added. The grunge look from the 1990's were the inspiration for the designs, which will cost 99 pounds (120 euro).