Everything old is new again at Cheap Monday, the latest high-street retailer to try to take the ecological sting out of “fast fashion.” To ring in October, the Swedish brand has launched “C/O Cheap Monday,” a 500-piece capsule collection derived from castoff clothing and other recycled textiles, many of which originated from bins that appeared in its Copenhagen, London, Paris, Shenyang, and Beijing stores this past spring. Available in unisex styles and sizes, the line offers one-of-a-kind “tight” jeans, bomber jackets, T-shirts, and sweaters that have been taken apart, remixed, and refashioned at the H&M subsidiary’s Stockholm headquarters to create “rough, bold and individual” looks. “The design process of this limited edition collection makes every piece completely unique in its material, shape and fit,” the company said.
Copping a move from its parent firm’s playbook, Cheap Monday described the process of reusing existing textiles “one of the most progressive and effective ways to reduce fashion and textile waste.”
Cheap Monday described the process of reusing existing textiles “one of the most progressive and effective ways to reduce textile waste.”
Prices range from £40 ($49) for a deconstructed tee to £140 ($170) for a satin-esque jacket.
Nadia Kokni, global marketing director at Cheap Monday, told the Independent that “C/O” is only a point of departure for much broader plans.
“We are ever conscious about the Earth’s dwindling resources and have been working for some time to become increasingly sustainable, actively looking at ways to ‘close the loop’ and become a fully fledged member of the circular economy,” Kokni said. “We are taking our first steps but have high hopes to be fully sustainable in our denim and apparel collection by Fall/Winter 2018.”
Cheap Monday, Kokni added, has started to integrate not only with organic and sustainable cotton but also innovative fabrics born of the latest advances in recycling technology.
“There are a number of innovations in progress that will enable us to consider how best to use what was previously considered ‘waste’ in increasingly relevant ways and into great-quality fabrics and textiles—something that was not possible 20 or so years ago,” she said. “Our C/O Cheap Monday capsule is something we conceived to highlight the fact that upcycling and reusing materials is one of the most sustainable ways to ‘create’ and be part of the circular economy.”