Denim Brand To Give Away 10,000 Pairs of Jeans

Denim and apparel brand Cheap Monday plans to take the pop-up concept to new extremes next month by hosting the world’s shortest retail stint.

The promotional event revolves around the number ten, the amount of years the Swedish business is celebrating trading. Ten pop-ups across ten cities will launch on 10th October at 10AM local time, with the aim of giving away a total of 10,000 pairs of jeans.

The as-yet-undecided locations, to be taken from the 35 countries Cheap Monday is sold in, are currently being voted for in an online poll.

On the day, each pair will be exchanged for “social currency” such as likes, hashtags and shares in place of the usual £49 – £59 price tag.

The brand’s denim designer, Carl Malmgren, said the pop-ups are a way of thanking shoppers for their “loyalty, love and attention”.

“One of the most frequent requests from our fans is for us to open Cheap Monday Stores in their cities. As our fans around the world are very important and dear to us, we want to reward them.”

Despite celebrating its tenth anniversary, Cheap Monday only made its debut in the UK in 2011 via a concession in Selfridges’ Oxford Street store. The following year the brand opened its first and only standalone UK store on London’s Carnaby Street. Today it counts UK retailers ASOS, The Idle Man and Urban Outfitters among its stockists.

Voting for the locations ends of 27th September with winning cities expected to be announced the week prior to the event.

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Cheap Monday Ten Minute Pop-Ups

Cheap Monday Ten Minute Pop-Ups

Cheap Monday Ten Minute Pop-Ups

Cheap Monday Ten Minute Pop-Ups