An injection of colour for the Cheap Monday Pre-Fall 2017 collection
The first proposals for autumn by the Swedish brand are already available for purchase online and in selected retailers across the world
Don’t be afraid of colour. This seems to be the message of the Pre-Fall 2017 collection by Swedish brand Cheap Monday. Injections of bright pink for boys and girls run throughout the range across apparel and accessories alongside the occasional flashes of neon green.
Another key feature of the collection is the choice of dyes and finishes, including an intriguing pink-infused wash, for the denim pieces alongside high impact graphic prints including a macro version of the skull logo.
Otherwise, the colour palette is pretty much dominated by classic colours such as black, pale, mid and dark tones of grey, claret and beige.
Born out of Weekend, a small store specialised in second hand denim opened in November 2000 in Stockholm by Örjan Andersson, Adam Friberg and two of their friends, Cheap Monday started in March 2004 with a run of 800 pairs of tight jeans with the now iconic skull logo. It developed into a brand with a full collection in January 2005 that was distributed in Sweden and a number of other international markets. Owned by H&M since 2008, the brand is now available in more than 1800 multi brand stores in more than 35 countries across the world. Nowadays, Cheap Monday offers to its male and female customers two main collections a year plus three in-season ranges.
by Peppe Orrù