Nature’s Favorite Jeans
By Rebekah Meiser, February 25th, 2011
Cheap Monday gives the concept of soiled jeans a new meaning. For the denim brand’s customized tour to Paris, it placed jeans in three different climate zones around Sweden. One pair played in dirt on the west coast, the other in the grassy woods, and the last hanging off the roof of Cheap Monday’s Stockholm office. These worn washes put your bleach stained knickers to shame. Each pair’s weather worn wash provides a creative look, color, and feel to the denim.
This naturally worn way to process pants is apart of Cheap Monday’s Customized Tour to Paris. The Customized Tours began in 2008 and have resulted in carefully worn and revived jeans sold in stores around the world including Berlin, Copenhagen, Hong Kong, Milan, and New York. This year’s tour will be featured in the City of Light’s Citadium Store, on rue Caumartin 50/56, between February 28th to March 15th. In the store, jean seekers can enjoy a Cheap Monday Mini Store, live screening, DJ’s, a huge tree house, and, of course, a customized pair of jeans. What could be a more fun way to shop?