H&M Revives Cheap Monday with Exciting New Lineup

Asos has been selected as one of the exclusive retailers for the revived Cheap Monday brand by H&M.

The online fashion emporium declared that the return of Cheap Monday will “further enhance its collaboration with the H&M Group,” which already encompasses labels like &Other Stories, Monki, and Weekday.

Currently available in key markets via Asos, the menswear and womenswear ranges from Cheap Monday will feature an assortment of denim styles—from tight jeans to western bootcuts and oversized options, alongside accessories that embody youth culture and street fashion.

Established in 2004, H&M ceased the trendy denim label in 2018 due to disappointing sales, refocusing on its core business, which resulted in the shutdown of its London store and online operations.

Shazmeen Malik, the head of partner brands at Asos, remarked: “Cheap Monday is an iconic brand that fuses a daring spirit with relevant designs. It was tremendously well-received at its initial launch, so we’re thrilled to see it return and be available on Asos.”

Kim Holm, managing director of Cheap Monday, shared: “Cheap Monday connects with the younger demographic, empowering them to showcase their individuality through fashion and explore their distinct styles.”

“This endeavor is further advanced by launching on Asos, which, with its unique fashion perspective, has curated the collection to appeal to diverse personalities.”

This announcement follows Asos revealing its sale of a majority stake in Topshop and Topman as part of a new collaborative venture with Heartland, an investment firm owned by the Holch Povlsen family, also the proprietors of Bestseller.

Heartland is set to invest £135m for a 75% stake in these brands, while Asos will hold onto the remaining 25%. The online retailer purchased Topshop, Topman, Miss Selfridge, and HIIT for £265m in 2021 when the former owner, Sir Philip Green’s Arcadia, went into administration.

This arrangement will grant Asos certain design and distribution rights for Topshop and Topman in return for a royalty fee, enabling them to continue retailing these brands.

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