Örjan Andersson to Launch New Label

Cheap Monday founder, bearded legend and “jeans professor” Örjan Andersson announces the launch of his self-titled label for S/S 12.

Today, Sweden’s exclusive fashion magazine RODEO reported news of Cheap Monday’s founder and creative director Örjan Andersson’s plans to launch a new brand of jeans under his own name. Andersson told the magazine: “I’ve worked with jeans for 20 years, so it feels natural as well as fun and inspiring to release a denim collection in my name. I’ll start with what I know best, jeans and T-shirts, and then build the collection up with more clothes.” Emeli Mårtensson from label 5preview and stylist Naomi Itkes have helped out with the label, Andersson said.

Cheap Monday was sold to H&M last fall but Andersson is still responsible for the denim section of the brand. He says the new label won’t affect his work at Cheap Monday and that he will probably never compare the two brands.

Andersson’s new label will have five denim styles in different fabrics and washes and feature a street-rock lock. T-shirts will come with and without prints, in black and white, anthracite melange and light gray melange. The collection will retail for about 800 SEK, but so far Andersson has not been in contact with any retailers about selling the brand.

The website leaves little to interpretation. The greyscale holding page has a logo that spells out his name and in the background the buzz of a sewing machine loops, while Örjan sits impatiently (and pantless), drumming his fingers on the armchair edge.


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