Ambitious Claims. Cheap Monday the Next Levi’s?

May 23, 2008 • Fashion


According to WWD, H&M plans to launch hipster denim line Cheap Monday into the cultural prominence of Levi’s or Diesel. And by buying a 60% share in the jeans line’s parent company, the international retailer is poised to do so. By picking up this stake in Fabric Scandinavien, H&M also gains contemporary fashion chains Weekday and Monki. The two Swedish companies are fueled by a mutual goal to bring low-priced fashion to the masses. "We
share the same democratic approach
," said H&M marketing director, Jorgen Andersson. "You should be
able to be fashionable and stylish without having to spend a fortune.
" Well, amen to that!   

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