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It all started in March 2004 when the tight denim with the characteristic skull logo first hit the market. In January 2005, Cheap Monday was developed into a brand with a full scale collection and the distribution was extended to selected stores in Sweden as well as abroad. A new company, Weekday Brands, was established by the three companions Örjan Andersson (design), Adam Friberg (production and code of conduct) and Lasse Karlsson (economy and establishing strategies), together with Sanna Atldax (design), Karl Grandin and Björn Atldax (graphics and marketing). In April 2005 the first order for a non-Weekday shop left Sweden. From the first delivery of 800 pairs in March 2004, the production for 2007 has reached a new level. |
