"Ever wondered why a pair of jeans should cost 300,- or more?"
The guys from Cheap Monday did and decided to do something about it. They felt that the other brands where cheating the consumer out of their money, as the jeans were not that special and heavily overpriced. So they said: let's make a product that is fashion forward (tight jeans) and sell it for as cheap as possible. They didn't want to put their well designed product in the cheap stores, but in the good stores where they want to shop themselves.
The initial idea was to sell the jeans on Mondays, because on Monday you are hung over from the weekend and basically broke. So why not be able to buy a cheap pair of denim? The demand for the jeans appeared to be so high that they also began selling the jeans on Tuesdays etc.
Cheap Monday doesn't think fashion is about money, but about ideas and how to take those ideas forward. Make the jeans personal in the way you wear them instead of wearing them because of the label or because it's on the ass of a famous Hollywood star. They want the consumer to think:
"I know these jeans are cheap and I don't give a fuck."
How do the jeans become so cheap? Well we know It's not magic, because H&M and the Gap are even cheaper. The reason is because they never fly their product to countries, but ship it by boot. Another major reason is because they don't do any advertising. They had a good product and thought that people would discover it for themselves.
I can tell you their concept worked. To give you an idea: in their first year they did 8.000 pieces, second 350.000 and third 1.500.000
I really like Cheap Monday and been wearing them since they started.
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