Cheap Monday

It all started in March 2004 when the tight denim with the characteristic skull logo first hit the market. But to tell this story correctly, we have to go back to November 2000 when Örjan, Adam and two of their friends opened a small second hand store in a Stockholm suburb. The store was called Weekend and was only open during Saturdays and Sundays.
Some of the denim sold in the shop was very expensive and Örjan felt there was a need for cheaper, but still fashionable jeans. The first style ‘Tight’ was born, at this point made exclusively as an in-store brand. An unwashed, very tight fitted stretch denim jean for a shockingly good price! It was an immediate success and the first 800 pairs sold out in a couple of weeks. The skull logo was made by their friends Björn and Karl who had helped them with the imagery for the store.
In January 2005, Cheap Monday was developed into a brand with a full scale collection and the distribution was extended to selected stores in Sweden as well as abroad. A new company, Weekday Brands, was established by the three companions Örjan Andersson (design), Adam Friberg (production and code of conduct) and Lasse Karlsson (economy and establishing strategies), together with Sanna Atldax (design), Karl Grandin and Björn Atldax (graphics and marketing). In April 2005 the first order for a non-Weekday shop left Sweden.