Pretty rarely on the market there is a brand, which in all its products embodies certain concepts and ideas. Founded in the Swedish capital, the Cheap Monday store boasts an excellent combination of low prices and pronounced politics. This is a simple, beloved by all European teenagers brand, which, despite its popularity, is not a representative of the usual mass market.
Concept
Swedish company, producing men's, women's clothing and accessories Cheap Monday, belong to the well-known H & M Youth Brand (Hennes & Mauritz AB). The entire range of trademark has a pronounced anti-religious, rebellious orientation, which attracts an adolescent audience, prone to actively express its radical position.
Created by Cheap Monday, mainly on informals and adherents of various subcultures, and the affordable price makes the brand range affordable and in demand in these circles.
Brand history
The history of Cheap Monday began in early 2000, when two comrades from Sweden - Adam Freiberg and Oriaan Andersson - decided to open a modest stack of second-hand called Weekend on the outskirts of Stockholm. Even though their "boutique" worked only on weekends, he quickly gained popularity among metropolitan youth. The fame who fell on the founders prompted them to establish a store larger, in the very center of the city. From now on the shelves began to appear multi-brand things, both used and new, from prestigious firms. The store began to work daily and changed the name on Weekday.
Four years later, the founders launched their brand of jeans that were even less than those sold earlier. At the same time, a branded logo was developed - a skull with an inverted cross on the forehead (symbol of satanism) - as well as the first model of narrow trouser stretch from denim. The company had no less stunning success, the company became more famous.
Let's go back to the logo. The idea belonged to the friends of Anderson - Bernu Otldaksu and Karl Grandin . An inverted cross was supposed to personify the negative attitude of the creators to religion, because, according to Oriaan, it was Christianity that was always the cause of all armed conflicts. However, in 2010 it was decided to remove the cross from the logo and replace it with an ordinary vertical feature, however, the devotees of the brand fans remember what the company initially supported the company.
Cheap Monday success in 2005 led to the expansion of the brand range, and also everyday jeans, the company took up the release of the other clothes, which was already known outside Sweden. To date, this youth brand stores open more than 30 countries, including in Russia.
Although in our country brand is not particularly caught on: Cheap Monday Division once opened in the shopping center on Tsvetnoy Boulevard, however, it was closed in 2014 due to low profitability. Failed firm to win any of Petersburg and young people: in the northern capital, he managed to hold only about a year.
Since 2009, the chief designer of the company was Ann-Sofie Back, a true fan of the classic Swedish style. Thanks to her collection of Cheap Monday supplemented cardigans, sarafans, dresses, shirts and even outerwear (coats, jackets). Special northern style give her things dark "jammed" colors: black, gray, blue. Such models are particularly distinguished by their practicality.
Clothing from Cheap Monday is now represented in the official online store, popular multiyurendovom site Asos.com. Boutiques successfully work in Paris, London, Copenhagen and Beijing.
Range
As already mentioned, women's and men's jeans - the basic direction of Cheap Monday. The brand offers mostly narrower, shorter and skinny models, as well as trendy jeans with decorated pockets.
There are options for both high and low-slung and wide dimensional grid allows you to choose pants on any figure.
In addition, the brand launches its line of accessories - hats, jewelry, sunglasses and so on..
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Cheap Monday Clothing in no way inferior to similar things other representatives of the mass market, but do not exceed them. But, unlike many, the company does not sin by excessive branding: the logo is usually located on the fittings and is not evident, and on his trousers closed belt.
Manufacturers do not pay attention to detail, using simple yet sturdy hardware. Now Cheap Monday collections are presented as a basic wardrobe items (plaid shirts, T-shirts, shorts) and bright, extravagant things with a print or an original design. The most popular clothing or gothic grunge style - rough, but at the same time stylish and extraordinary.
But in general, the brand specializes in the style of casual, non-trivial and suitable to every modern teenagers, but can also be found non-standard products with asymmetric cuts or unusual brim.
With the development of the brand, its assortment is regularly updated with new interesting things, different original cut. Along with skinni jeans, the company began to produce broad, collapsed models, as well as torn with a careless design. In addition, sneakers, pullovers and sweaters, underwear and home sets appeared.
The range does not boast of special premium quality: all things are produced in China and other Asian countries. But the low price of this does not assume that Cheap Monday clothing is quite good for its level. The main material is cotton, often in a mixture with elastane or viscose. There are also shirts of 100% cotton, pretty pleasant to the touch.
All production is carried out in a machine manual, no handmade work. The range is quite different. With the same share of the probability, you can find both high-quality, good shirt, and a stupid T-shirt with a huge branded logo on the chest. But, on the other hand, is it worth expecting something incredible from the brand products started as second-hand?
Reviews
Consumers dramatically disagree in opinions about the brand. Some like the Bunctric Spirit and Style, someone is indifferent to it. Some find things too banal and uninteresting, while others consider the design of clothing bright and extraordinary. One thing can be said for sure: for adherents of classics, Cheap Monday products are hardly suitable.
Devoted brand fans - teenagers, young people - leave positive feedback on acquired things. According to many of them, Things from Cheap Monday emphasize their young age and allow you to express individuality . Of course, the main advantage of brand products note the low price of its products.
Most buyers are unhappy with the ordinary, primitive quality of clothing. Many are not satisfied with the catchy design. Another lack of clothing, celebrated by many, is often a little one, and therefore the thing ordered from the online store is always a cat in a bag.
After reviewing the large number of absolutely opposite reviews, you can generally designate the main advantages and cons of Cheap Monday products.
Advantages:
- Modernity - Cheap Monday clothes quite satisfy the tastes of youth;
- Availability - the average price category allows you to look stylish without extensive costs;
- Easy - the brand specializes in most part on everyday clothes, simple and at the same time interesting.
Disadvantages:
- Not premium quality - buyers complain about sticking threads and uneven seams;
- The second level - the brand is not much different from the rest of the representatives of the mass market, and the produced models and styles can be found by any other youth store;
- Inattention to detail - in production enough cheap fittings are used.
But it is not necessary to scold much Cheap Monday for not fully consistent with our expectations, sometimes overestimated. It is necessary to make a discount on the fact that the brand was founded by two simple young guys and was originally perceived by them as a kind of hobby, which, thanks to the ambitions of the creators, as a result, turned into a fairly successful business project, challenging the entire mass culture and religious settings.
And although the range of the brand does not claim uniqueness and exclusivity, Cheap Monday is still popular among the younger generation. In addition, the brand philosophy directly suggests that a person himself creates his unique style and expresses his individuality, and the trademark only provides him with the opportunity to choose the necessary things for this. This is an example of a local brand scorched on a global scale.
