Cheap Monday
H&M Group · Sweden
Cheap Monday is a Swedish denim and streetwear brand founded in Stockholm in 2004. H&M took a 60 per cent stake in 2008, closed the brand in 2019 and announced a relaunch through Weekday in April 2024.
| Founded | 2004 |
|---|---|
| Founders | Orjan Andersson and Adam Friberg |
| Headquarters | Stockholm, Sweden |
| Owner | H&M Group (majority stake from 2008) |
| Status | Closed 2019; relaunch announced April 2024 |
What is Cheap Monday?
Cheap Monday is a Swedish label best known for affordable jeans, with additional ranges in sneakers, shirts and flannel. It was founded in 2004 in Stockholm by Orjan Andersson and Adam Friberg and became a popular youth fashion name.
Ownership and closure
In 2008 H&M acquired 60 per cent of Fabric Scandinavien AB, the company behind Cheap Monday, with an option to buy the remaining shares. In November 2018 H&M announced the brand would close because of poor sales, and the closure was completed in June 2019. In April 2024 H&M Group announced a relaunch, to be sold through its Weekday stores. The detail of the relaunch has not been verified here.
Business model and distribution
Before closure the brand was sold through retailers including Urban Outfitters, Barneys New York, The Iconic, SurfStitch and ASOS. It also operated standalone stores in London, Paris, Beijing and Shenyang, pop-ups in Stockholm, Utrecht, Los Angeles and Hong Kong, and franchise locations.
Why it matters
Cheap Monday is often cited as an example of a fast-growing independent denim brand that was absorbed by a large retail group and later discontinued, then revived as part of that group's portfolio.
Frequently asked questions
Who owns Cheap Monday?
H&M acquired 60 per cent of the company behind Cheap Monday in 2008. H&M Group announced a relaunch of the brand in April 2024, to be sold through Weekday.
Where is Cheap Monday from?
Cheap Monday is from Sweden. It was founded in Stockholm in 2004.