The project (pronounced “Care of Cheap Monday”) will effectively form the umbrella under which the brand will ignite consumer-facing initiatives around sustainability.
Sustainability and the surrounding issues are of paramount importance to the Swedish brand that creates bold, modern jeanswear. C/O Cheap Monday is a natural and progressive way for the brand to step towards a more sustainable and better future.
This spring, C/O Cheap Monday recycling bins will be installed in the Cheap Monday stores in London, Copenhagen, Paris, Beijing and Shenyang. Consumers will be able to deposit their old and unwanted clothing in the bins provided inside the stores, regardless of brand, quality or condition. Through this collection scheme Cheap Monday aims to help reduce textile waste and raise awareness of the tonnes of unwanted clothes committed to landfill each year.
C/O CHEAP MONDAY CAPSULE
In the early 2000s, Cheap Monday was born out of a second hand store named ‘Weekend’, located in the Stockholm suburbs. Cheap Monday has since evolved to become a globally recognised denim brand. In keeping up with its founding spirit, Cheap Monday will launch the C/O Cheap Monday Capsule Collection in stores and online in October 2016.
Cheap Monday will create the C/O Cheap Monday capsule collection from collected old and unwanted garments. This unique collection is hand-made from recycled textiles in the brand’s Stockholm studio. The capsule highlights that used and unwanted textiles can be (re)made into new and exciting pieces that are bold and fun to wear. This form of repurposing is also one of the most environmentally friendly ways to step towards ‘closing the loop’.
The capsule will feature the brand’s iconic denim fit ‘Tight’ as well as bomber jackets, tees and sweats in unisex sizing and is strictly limited in number due to its hand-made nature.
I:CO provides the infrastructure to ensure that valuable raw materials collected (old and unwanted textiles) enter a closed loop production cycle and remain there. From collection to recycling, consumer goods are recycled and put to a new use, sorting and reusing products accordingly. In this way every consumer and every participating company is actively contributing to climate protection.
When consumers leave their unwanted clothes in a C/O Cheap Monday Recycling Bin they will receive a discount voucher to redeem in store with their next purchase in return.
About Cheap Monday:
Cheap Monday is a Swedish jeanswear brand founded in 2004. The company’s business concept is to offer great products across denim and fashion collection at a great price in the best stores in a sustainable way. With its headquarters in Stockholm, Sweden the brand is currently represented in over 35 countries across 2000 stores & boutiques worldwide.
Cheap Monday is owned by Hennes & Mauritz AB (H&M).
