Oh how we love the Swedes. Cheap Monday has been hosting their Customized Tour for a good while and it keeps on going. The concept is that 50 pairs of jeans are customized, numbered and then sold in a one-time event at various stores. Customized techniques include sandpapering, punching, patching, sewing and various destructive treatments and washes. The first event was held in Stockholm, Sweden and has been followed by a tour of Europe, America and Asia. It seems the tour has come back around again as a recent event was staged the same night across 3 countries, 8 cities and 12 Weekday stores in Sweden, Denmark and Germany.
While we’ve seen customized denim peak along with premium denim, Cheap Monday continuously attracts a hipster following with their notoriously inexpensive jeans and great styles. Way to keep a good thing going.