It all started in March 2004 when the tight denim with the characteristic skull logo first hit the market. In January 2005, Cheap Monday was developed into a brand with a full scale collection and the distribution was extended to selected stores in Sweden as well as abroad. A new company, Weekday Brands, was established by the three companions Örjan Andersson (design), Adam Friberg (production and code of conduct) and Lasse Karlsson (economy and establishing strategies), together with Sanna Atldax (design), Karl Grandin and Björn Atldax (graphics and marketing). In April 2005 the first order for a non-Weekday shop left Sweden.
Cheap Monday’s idea is still to offer the customer fashion at an extremely good price. They aim to create clothes that compete with high-end brands both in attitude and fashion-level as well as in quality. Without traditional marketing but with a strong idea on how to present the brand, Cheap Monday can today be found in 40 countries and in 2000 stores all over the world. Joining forces with H&M in 2008 creates new possibilities. With Cheap Monday agents and distributors in Europe, USA, Japan, Australia, Canada and The Middle East, the brand is now ready to take the next step internationally.