Cheap Monday Does Sustainable.
Cheap Monday launched their first sustainable capsule collection back in 2016. It started as a project up-cycling old unwanted goods and grew into the fully sustainable collection that it is today.
“Sustainability is of paramount
importance to us. In 2004 we disrupted
the denim market with the original,
unisex, skinny fit jeans `Tight´. Now,
through our brand ambition – to be the
most relevant and sustainable denim brand on the street, we are taking
the next steps by increasing our focus
on more sustainable denim finishing
processes and eco-friendlier materials
across our collections.” By Fall/Winter 2018 the entire men’s and women’s collections
will be labelled Sustainable, alongside
denim.
The amount of eco-friendlier materials
will be increased season by season – For their womenswear and menswear
collections, they are increasing the use
of recycled polyester, recycled wool
and Tencel® and making more use of organic or recycled cotton as they have take into consideration
the negative impact that conventionally
grown cotton has on humans and on the
environment.
I recently chose some pieces from the collection and shot them with our good friend and photographer Meara Kallista. Being sustainable is such an important issue in this day and age, and it’s so good to see how seriously brands take it. I love how Cheap Monday have made it a main focus of theirs and it’s sick to see how far they’ve come in terms of making their entire collection sustainable.
For more info: https://www.cheapmonday.com/gb/Sustainability
