Cheap Monday relaunch to see “diverse selection of antihero denim fits”

H&M Group has released more trend details of its comeback for the Cheap Monday label, which will relaunch this summer.

Back in January it had announced that the previously axed brand — which originally debuted in 2004 — would be back and would “offer a core collection of jeans” to be sold via the group’s weekday.com webstore and in selected stores.

And this week it said that “the revival of sleaze and skinny jeans begins with Cheap Monday, the brand that ignites individuality and self-expression. It’s denim for the next generation”.

It added that the brand is “maintaining its edge and punk spirit” but has been made “relevant for the next generation”. 

That means a label that’s “loud, hot-headed, and uncompromising” with a denim line-up that “reflects the diverse traits and personalities of contemporary youth culture, with a focus on distressed denim and the revival of skinny jeans”. The “curated” assortment will launch at the end of summer.

Weekday MD Kim Holm said the aim is for the brand to “strike a chord with today’s youth, empowering them to authentically express themselves through their clothing and freely experiment with their personal style”.

The comeback will include a “diverse selection of antihero fits: from super-stretch skinny jeans, low-waisted boot-cuts, hyper-flared to slouchy and loose exaggerated designs”. 

The first drop will feature a range of “expressive yet affordable denim that embodies the Cheap Monday aesthetic. It’s all about reimagining history and creating your own, drawing inspiration from post-punk, pop, underground music, art, nepo babies, and true idols – all the weird allure that’s not for everyone, and that’s precisely the point”.