Cheap Monday

Tired of spending hundreds of dollars on jeans, Swedish duo decided to launch a limited range of low cost jeans in Stockholm for just $65 a pair. Lasse Karlsson and Adam Friberg planned to sell the first jeans only on Mondays. 800 of the dark, tight jeans sold in 4 days.

Now Cheap Monday jeans sell out in Colette and Selfridges and this fall, the jeans will be found in Maxfield LA and Barneys across the US. "We are trying to be very humble," Karlsson told Vogue recently. "Cheap Monday has a very powerful message and a very powerful business potential, but that’s not something we want to shove down people’s throats. We just want to be in front of the trend. And’s it’s always possible that we’ll go too far."

Cheap Monday