Cheap Monday, a former denim label of the H&M Group, is back. The brand now targets Gen Z youth and can be found at limited retail partners, including Asos.
Retro for young people
After being discontinued in 2018 due to disappointing sales, Cheap Monday is now making its comeback. A limited collection of the label’s denim trousers and vests can now be bought from sister chain Weekday (online and in some shops) but also from a number of exclusive partners. One of those partners is UK online platform Asos.
The new collection is clearly inspired by today’s youth culture and is a strong nod to the now-popular Y2K style: the fashion of the early 2000s, immediately also the brand’s heyday. Young American singer-songwriter Nessa Barrett is the face of the first campaign, as an additional endorsement for the Gen Z target group.
The denim collection consists of seven different fits for women and six for men, from very skinny jeans to extremely loose-fitting models. ‘We played with finishes like dirty, spray, worn and ripped in shades of blue, black and grey. These jeans capture the essence of Cheap Monday,’ said Alice Shulman of umbrella brand Weekday.
