Spotlight on: Cheap Monday
Named for the day of the week when you're poorest—because you blew all your money having fun over the weekend—Cheap Monday
actually got its start in 2000 as a Stockholm store called Weekend. Weekend was only open on Saturdays and Sundays, but was so successful that it soon expanded into a more centrally located, full-time shop called—you guessed it—Weekday.
In 2005, Weekday's owners got sick of expensive denim, and created the first pair of Cheap Monday jeans, which sold 800 pairs in two weeks because of their updated fit and low price tag. Now we can't get enough of the brand because of its affordable price and spot-on fashion-forward collections season after season.