According to the fashionista manual, the dawn of autumn signifies little if it is not used as an excuse to freshen up our wardrobe. Apart from the essential knitwear, there is one trademark back-to-uni item that every student needs: denim.
Enter Cheap Monday, the uber-cool jeans brand that originated from Stockholm and took the fashion market by storm with its characteristic skull logo (you might remember a giant skull grinning at you from the window of the flagship store at Carnaby Street). The brand is well-known for its tight-fitted stretch denim ‘Tight’; they are experts in denim and their mission is to offer good quality jeans at affordable prices.
Since 2005 Cheap Monday has branched out into full-scale womenswear and menswear production, as well as offering accessories, jewellery, shoes and sunglasses; in other words, it is perfectly tailored to every need of the uni student. Be it skull-bearing tees, jeans that will last you until graduation, a good pair of dungarees or just statement accessories, Cheap Monday does not disappoint. We, in turn, took the denim to the streets of London and styled some key pieces for the everyday student wardrobe, marking the spot for fall fashion inspiration.
Finally, as fashion consumers become more aware of the toll that fast fashion takes, it is important to single out and shine light on brands with a rigorous Code of Ethics. Cheap Monday follows through in their ambition ‘to be the most relevant and sustainable jeanswear brand on the street’ by ensuring that sustainability guides the whole process of garment production, from designing to manufacturing to transportation, while also subscribing to other important fair trade practices, such as respecting workers’ rights and securing good working conditions.
Seems like all our autumn wardrobe needs is a Swedish update…
Shop Cheap Monday here: https://www.cheapmonday.com/gb/
Creative Direction: Rebecca Cofie
Photography: Setareh Sanjarani
Models: Yvan Zahui, Levent Soruklu, Georgia Moore, Kim Pretorius
Post-Production: Ira Igoshina
Make-Up: Onika Khatun
Brand Partnership Co-ordinator: Olivia Mitchell
Text by Vasiliki Papadopoulou (Alice Vily)