H&M Group relaunches Cheap Monday
H&M Group has relaunched its Cheap Monday fashion brand with a new denim collection.
Originally established in 2004, the brand was known for its skinny jeans and distressed denim but closed down in 2018 after its traditional wholesale business model faced major challenges that impacted sales.
The range is available at H&M Group’s Weekday.com, some Weekday stores, and selected retailers including ASOS. It includes jeans in skinny, western bootcut and baggy styles, and accessories influenced by youth culture and street style.
Alice Shulman, design lead at Cheap Monday, said: “Our debut drop is genre-defying denim, showcasing styles from indie sleaze stretch and bootcut to radically loose and anti-fit rigid designs. We’ve played with finishes like dirt, spray, worn, and torn in shades of blue, black, and grey. These jeans capture the essence of Cheap Monday.”
ASOS already offers other H&M Group brands including & Other Stories, Monki, and Weekday.
Shazmeen Malik, partner brands director at ASOS, said: “Cheap Monday is an iconic brand which blends a rebellious spirit with relevant designs. It was extremely popular when it was originally launched, so we’re thrilled to see it revived and made available on ASOS.”
The new collection is being fronted by American artist Nessa Barrett who is known for her gothic pop sound and openness about mental health. A limited capsule of jersey tops highlighting her diverse personas and Cheap Monday’s range will be available later this month.
