Cheap Mondays Customized by Nature Cheap Mondays Customized by Nature
Cheap Mondays Customized by Nature Cheap Mondays Customized by Nature
Cheap Mondays Customized by Nature Cheap Mondays Customized by Nature
Cheap Mondays Customized by Nature Cheap Mondays Customized by Nature

Weather-worn: Jeans brand hits nature trail

06 : 03 : 2011 Wild Things : Nature : Raw

Stockholm – Denim brand Cheap Monday has successfully gone out its way to help customers find the perfect fit.

In late June the company’s design team placed jeans in three locations in Sweden: in the dirt on the west coast, in the woods close to Stockholm and on the roof of its office. ‘The jeans have been weather-worn since then,’ the designers explain. ‘The sunlight of long Swedish summer days, dirty autumn leaves and icy winter storms have shaped and created individual stories for each pair.’

The brand now has 30 numbered limited-edition pairs of Customized by Nature jeans on sale. They are available until March 15 from a tree house that was transported from Stockholm and placed in the Citadium department store in Paris.

As LS:N Global explores in our Wild Things micro trend, consumers increasingly search for experiences that are simultaneously ‘brutal and poetic, raw and calming, immediate and rooted in the primeval’.

You have 2 free News articles remaining. Sign up to one of our membership packages from just £100 a month.
View Subscription Offers Sign in

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more