H&M’s Cheap Monday to return this summer

H&M Group’s news last spring that it’s to revive the Cheap Monday label has been followed up the briefest announcement of when it will reappear.

The fashion retail giant has now said that the label will be back this summer and “will offer a core collection of jeans” to be sold via the group’s weekday.com webstore and in selected Weekday stores and retailers.

As it works to carve out a clear point of difference for the brand, it added that “Cheap Monday is about the fearless spirit of the youth culture, about empowering the young generation to discover their own path, to explore their creativity, and to express themselves freely”.

And it said the label “takes its cues from post punk & pop, underground music & art, nepo babies and true idols”.

The news that Cheap Monday — which had been shuttered back in 2018 after the group had owned it for a decade and struggled to make its legacy wholesale model work — came last year. This was at the same time as it announced that its Weekday youth brand was to be the main focus of “a new destination for the young, creative generation”.

At the time it also said that Monki was being merged into Weekday and Cheap Monday would be revived.

And it stressed that “the unique Weekday and Monki brand experiences will remain”, with the new announcement meaning that the company clearly also wants to differentiate Cheap Monday and give it an identity that stands out from the other two youth labels.

There are no other details for now, however, so it looks like we’ll have to wait until H&M is ready to share more.