Blasblog From Stockholm: A Cheap (And Long) Monday
With its affordable price points and cool cuts, Stockholm-based Cheap Monday quickly became one of the most well-known and well-liked denim companies out there. But as its Spring 2010 show in the Swedish capital proved on Monday night, the brand is now about much more than affordable jeans. Its first step in that direction was to bring London-based designer Ann-Sofie Back to Stockholm; its second step was to apply denim techniques like stone-washed whiskers, slashes, and rips to non-denim materials like jersey dresses and sweat suits. Back’s move to the brand is a recent one. In an interview earlier today, she admitted that this collection only bore some of the changes she plans to bring to the brand. “I’m looking forward to doing new and interesting things with the whole brand and to take it well beyond the denim world,” she said. Joining a denim brand to design more than denim isn’t the only weird concept I encountered in Stockholm on this trip: I met Sweden’s biggest model export, Caroline Winberg, who opened Cheap Monday’s show, for a drink after the festivities and promised myself I’d be home before sunset—which just happened to be at 11:30 p.m.