Like any brand, Cheap Monday owes its success to its fans. If no one had been interested in its jeans a decade ago, they’d be little more than a TBT photocall today.
But we did, and ten years later the brand boasts 2000 retail outlets in 35 countries, no mean feat for an industry in which ‘new’ denim labels are as commonplace as Dr. Martens in Camden.
It’s with this in mind that the Swedish label reached out to said audience, asking them to vote for the cities in which to host their latest birthday celebrations; in this case, the world’s shortest pop-up.
It’s a simple enough concept, at either 10am or 10pm local time tomorrow – the 10th day of the 10th calendar month – for ten minutes, ten cities will hold pop-ups handing out 10,000 pairs of jeans. The exchange? ‘Social currency’, 2014’s favourite price tag.
The ten cities picked for the privilege include Hong Kong, Seoul, Amsterdam, Paris, London, Berlin, Antwerp, Madrid, Copenhagen and the label’s native Stockholm.
Londoners can collect their new pair from Shoreditch Fire Station, while other locations (and times) can be found here.
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