It is almost two years ago now, Orjan Andersson was interviewed by us last. Then, in March 2005, where the phenomenon is still relatively new, and everyone wanted to know all about “those cheap jeans”. Now we seem to know everything about Cheap Mondays jeans, many have long since gone over to the other logos in the lower back and abandoned the characteristic skull.
Therefore, Weekdays two huvud labels, in addition to Cheap Monday even a little more dressy and a little more expensive Sunday Sun, soon joined, when what might be called the next stage in the Weekday Swedish historiography begins. If new clothes, new brands and grand plans came my interview with Orjan Andersson to shop.
What has happened in these two years?
-Two years ago, we had just taken the decision to sell the Cheap Monday to other countries. Now we sell in 1000 stores in 28 countries. It started in Stockholm. It started very fast, people ran into the store and bought the jeans that they sent abroad. In retail stores with clothes that people couldn’t afford were we and Cheap Monday had they afford, says Örjan and mentions Noir Kennedy in Paris as an example.
Over 500 Swedish kronor, equivalent to a pair of Cheap Monday jeans not cost, anywhere in the world. To assist them, is said to have the so-called Big Mac index, to ensure that the amount is not exceeded.
-It’ll cost the same everywhere, says Orjan.
If the spring that will say one of the brand’s designers, True Atldax, to the blue color in various shades. A collection element with the name Black Collection, she also wants to highlight, consisting of black, tailored garments. Cheap Monday-jeans “vintage alter-ego”, Lattjo Lajban Vintage, continues with a looser fit and a strong focus on detail work. It is the brand’s free interpretation of jeans story with influences of-20-and 30-talens looser silhouette in trousers according to FashionisSupreme.
In the days for the first time organized a private catwalk show Cheap Mondays, when the autumn collection was shown at the Nordic Museum. With a few days ‘ distance expresses Orjan relief:
-It feels great. It is our first show and I’m really happy with it, to be the first time. I do the jeans and I’m very happy with them, it is a very large collection, over 100 different varieties of jeans, and all were shown not up. There are many people want to see, but it may be later.
-To the guys, it has been much of the quality (material) velour, klorintvättar, large proportions and one at skyline, says Sanna.
The company is certainly not the Weekday when idle. In March, opens the first Weekday-shop in Uppsala, a second, larger store in Gothenburg is in the works, and in December, just in time for the holiday shopping season may be presumed, open a 1500 square metre shop in PUB-House. The area covers half of the so called “glass house” at the junction of Queen Street/King Street, where the shop should be.
Ever since its establishment on Götgatan has wanted to have a large store in the City alongside the overcrowded on olavinkatu. But Örjan denies that PUB should have offered rental subsidies to attract Weekday to establish themselves there. Market-rate rents is, he argues. Both he and others within the company I talked to describe the area up to Central Park as a hyperintressant in future part of Queen Street and there would simply be established. After it is Swedish Weekday färdigetablerade, although Umeå appeared sporadically in the tanks. A foreign establishment is close at hand. Copenhagen is fair to imagine in 2008 and already brought discussions on appropriate premises. Paris and New York in 2008 or 2009 are also no impossibility.
Already in couple of weeks seeing new labels from Weekday light from the headlights. Firstly, self-manufactured obrandade clothing, as it is meant to complement the Weekday-store variety. Already working hard to replenish with self-produced garments even as the season progresses, but this should now be more purposeful to constantly renew the assortment. At low prices, and guaranteed without logos are non-branded clothing produced by Weekday.
Not only is it a relaunching MTWTFSS WEEKDAY, which has existed since its inception on Lilla Essingen in the form of a single pair of jeans, which made “known for it” and then almost immediately sold out. A foretaste of it comes in stores around September, while the wide initiative released in August.
Finally, we present the WKND, which is a new street label in Weekdays name and released in the company’s stores in april. Peter J, known as one of the guys behind Dennis & Peter, has been recruited and is said to have created a hard and streetig line with very high fashion. For spring begins to also sell beachwear.
As regards the ethical discussion occurred, with a large part of the production in a Communist dictatorship which often attracted the attention of objectionable working conditions, Orjan. He himself has not been in place at the factory in China, but says that it is good and responds to all requirements it has set. They had, according to David, been able to sell Cheap Monday jeans at half the current price, but then had to sacrifice quality and working conditions at factories.
All the time flooded the company with shops and chains that want to sell Cheap Monday clothes. Most people get no, for the simple reason that it does not manage a greater volume of production. Millions of jeans sold annually may be enough, it seems. And when acquaintances to the undersigned after your return from holiday in London testify to Cheap Monday jeans at almost every back on an indie Club where one understands what export success this has become. And what an exciting future that awaits the company. Trite as a brand and phenomena or not: Cheap Monday conquers the world!
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