Thursday, 8 September 2011

cool & chic Monday

I'm gonna tell you a Swedish story, though not in
the typical storytelling tradition the Nordic country
is known for, yet a mesmerizing case history:
in November 2000 Orjan Andersson, Adam Friberg
and a couple of friends opened a small second-hand
store in a Stockholm suburb that was smartly 
called 'Weekend' being open only during 
Saturdays and Sundays.

The little store went beyond expectations so the
founders decided to team up with Lasse Karlsson
to open a bigger shop in central Stockholm, a
full-time concept store selling exclusive denim
brands, open daily and therefore called 'Weekday'.
A need for a cheaper but still fashionable range
of garments led to 'Cheap Monday' brand, whose
first 800 pairs of unwashed, tight fitted jeans 
sold out in just a couple of weeks.

The 'smiling skull' brand was established, briskly
setting up full-scale collections for men and women
also including baby, accessories and underwear.
Cheap Monday came to introduce its s/s 2012
collection, the fourth with Ann-Sofie Black as chief
designer, during last Stockholm fashion week
showing riveting bright, playful, striped everyday
clothes that are definitely chic & cool.

The brand stays true to its 'reasonably priced
high level design' character showing clean lines
and comfortable silhouettes with lacquered jackets,
stripes, shirts with acrylic pockets, rivet covered
sweatshirts together with floor-wiping denim
dresses cheerfully celebrating the collective
idealism of ”...the time when our parents were
young (...) an idealistic time where naiveté was
considered de riguer, a compassionate climate
that stands in stark contrast to the present,
with soft values that modern day cynics frown

 upon as utopian thinking” they wrote 
about the inspiration spur.

> all images © by Cheap Monday's website <
Jolly, bright, breezy and pretty much on the
cheap: could we ask for more?

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