H&M revives Cheap Monday with new collection
Heartland, will pay £135m for a 75% stake in the brands, with Asos holding the remaining 25%
H&M has announced the relaunch of Cheap Monday with a new denim collection featuring American artist Nessa Barrett.
As a result of this, Asos has become one of the exclusive retailers of the brand originally established in 2004.
The new Cheap Monday collection will feature an assortment of denim, from skinny fit jeans to the western bootcut to extreme baggy.
H&M closed the trendy denim brand back in 2018 due to poor sales, in order to focus on its core business.
Kim Holm, Cheap Monday managing director, said: “Cheap Monday strikes a chord with today’s youth, empowering them to authentically express themselves through their clothing and freely experiment with their personal style. This is taken one step further by launching on Asos who, with its unique fashion lens, have styled the collection to create looks for different personalities.”
Alice Shulman, design lead, added: “At its core, Cheap Monday is all about confidently expressing identities, and Nessa Barrett hits this broad spectrum of creativity. She’s salty and such a goddess at the same time; she’s just up for it, up for the real thing.”
This news comes after Asos revealed that it had sold its majority stake in Topshop and Topman in a new joint venture deal with Heartland.
Heartland, will pay £135m for a 75% stake in the brands, with Asos holding the remaining 25%.
