Some things about Cheap Monday that you should know right away is that they don’t really do things the way others do: For example, their denim collection is affordable (there’s a reason behind the name), yet incredibly forward-thinking. Styles range from high-waisted pieces, colored denim in pale reds and even patterns, stovepipes like leggings, lace-ups at the calf, silk + denim combos, and then there’s the logo. While Cheap Monday once got heat for the skull and upside-down cross in America, it never was intended to be anything more than to poke fun at the serious nature of what some people simply take too seriously, according to the graphic designer who created it. If you’re from Sweden, you’d get the humor—their designer is simply anti-establishment. End of story. Sort of. But the strength of the brand has always pretty much relied on its collection and their new one is no exception.

We talked to Lori Lindsay from The News which represents Cheap Monday in New York about their latest collection showcasing at Project last month to get a sense of where this popular brand is headed and how it came to be.

“First off, Cheap Monday is actually more than denim—we have a full collection now including sports pieces, tailored pieces such as suits, and other things,” explains Lori. According Lori, Cheap Monday started with the owners noticed that the only things really changing in the denim industry were that prices were going up but designs were staying the same. Since both worked for various denim brands, they knew they could create a collection to fill the gap--which was an affordable, cool jean.

What started out as fun gifts for people who shopped in their store in Stockholm by giving them their new jeans that had this cool logo on it as a thank you for their loyalty, simply took off. Overnight (the brand is only 3 years old now), Cheap Monday was a sensation across Stockholm, which spread from there.

Today, they have 75 styles of jeans, a full clothing line, T’s, button-downs, and suits. Their collections include Tight—which is their most popular style denim jean and what they’re probably most known for, as well as Narrow, and their new sensation called The Skyscraper which is high-waisted denim jeans.

“At a retail pricepoint of $65, the thing about Cheap Monday is that it makes jeans fun again because you can guiltlessly buy them,” explains Lisa.

Next up for Cheap Monday includes the sub-label Schneider which means “tailored” in Swedish including their suit collection for men. “People in Sweden tend to be rather fashion-forward and not conservative, and it’s great when you can buy and wear a suit for $240 that still looks cool.”