Jul 20, 2017 | By Samuel Trotman
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The Swedish denim brand known for their low prices, forward-thinking fashion direction and ‘thinking outside the box’ attitude have decided to pre-release five of their SS11 jeans styles in August, directly after their SS catwalk in Stockholm.
“There is usually considerable demand to buy items from the latest collection directly after the shows, which is why we think that it will be fun to be able to buy the jeans the day after. If they run out, there will be another opportunity when S/S11 goes on general release to boutiques,” says Örjan Andersson, Creative Director at Cheap Monday.
This move shows the brand are always a step ahead with fresh retail ideas and more than aware of the ‘fast fashion’ demands of the 21st century. A refreshing and fun idea!
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