See the label's new collection, first.

‘Our Spring 2015 collection has a naïve, childish quality to it’, reads the opening line of Cheap Monday’s SS15 press release.

Returning once again to Fashion Week Stockholm – the Scandinavian showcase launched in 2005 – the brand’s new collection will be debuted tomorrow, with the catwalk show streamed live, here on at 15:30 GMT (Wednesday 27th August).

Given the title ‘Mindless Optimism’, SS15 finds the Swedish label celebrating its 10th anniversary.

Set up in March 2004 with an initial delivery of 800 pairs of jeans (following founders Örjan Andersson and Adam Friberg’s first fashion foray, the popular store Weekday), Cheap Monday as we know it today took hold in January 2005, with the introduction of full collections.

By 2008 the label was working with H&M, which saw the debut store launch in Copenhagen in 2009; Carnaby Street followed in 2012.

Mindless Optimism, as said release puts it, displays a ‘juvenile punk look’.  In which case, you might wanna swap the choccie bics for something a little harder.


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