Login

Cheap Monday: Customized by Nature

denim_02_28_2011.jpg

If you haven’t heard of Cheap Monday’s Customized Tour before, it’s a great initiative by the Swedish denim brand to bring limited edition product to people all around the world. Customized Tour started out in the fall of 2008. Cheap Mondays design team custom-made a small batch of unique, numbered jeans, all hand-cut, torn, mended and washed. The tour then stopped in Stockholm, Copenhagen, Berlin, London, New York, Hong Kong, Sydney and Milan, among other cities. The second leg of the tour took place in 13 stores in three different countries simultaneously.

Now the team is on the road again with a new concept: Customized by Nature. The preparations started in June 2010, when the design team placed some Cheap Monday jeans outside in three different locations in Sweden: in the dirt on the west coast, in the woods close to Stockholm and on the roof of the Cheap Monday office.

The first tour date starts today in Paris in the Citadium Store, which will be turned in to a mini Cheap Monday Store with a gigantic tree house in the middle. The tree house, originally located in the Stockholm archipelago, is the childhood getaway spot for designer and Cheap Monday founder Örjan Andersson. It will follow the Customized Jeans on the tour as a symbol of nature and individuality.

30 pairs of unique and numbered jeans, all accompanied by a small booklet with pictures from the Customization Process, will be released at the Paris Tour Stop. The jeans will be sold at the same price as a regular pair of Cheap Monday jeans.

Customized by Nature will be in Paris at the Citadium Store on rue Caumartin 50/56, between Monday, February 28 and March 15.

Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.

Share
Tweet
+1
Share
Pin