NORML Clothing

While it may not carry quite the cachet of Paris, Milan or New York, there’s plenty of forward-thinking and trendsetting at Stockholm Fashion Week, and Cheap Monday leads the way.  One of Sweden’s most influential denim brands, closed yesterday’s Fasion Week activitities with a show at Fridhamnshallen.

While it was only a few years ago that the brand laughed in the face of badly-designed jeans with its line of raw denim in skinny cuts, Cheap Monday has risen to cult status among urbanites worldwide.

“Their Autum/Winter 2010 collection keeps with their relentlessly youthful approach featuring tight jeans with key of-the-moment details like rips and tears—sometimes to tatters. Carefully placed holes draw attention towards the hips or accentuated the abdomen, while a mature color palette of grays and green or maroon hues sets the tone for denim left in the raw or treated to wild washes.”

“Showing alongside classic Swedish labels that usually focus on technical cuts and a simple futuristic aesthetic, Cheap Monday proves itself as one of Sweden’s most progressive fashion brands, showing looks that are not for the fashionably faint at heart. Their elaborately layered look promotes an anything-goes ease that will exude creativity from all angles.” - courtesy www.coolhunting.com