Cheap Monday today announced that it will take more proactive steps towards driving change focussed around the issues of sustainability by introducing the C/O Cheap Monday project.
The project (pronounced “Care of Cheap Monday”) will effectively form the umbrella under which the brand will ignite consumer-facing initiatives around sustainability.
Sustainability and the surrounding issues are of paramount importance to the Swedish brand that creates bold, modern jeanswear. C/O Cheap Monday is a natural and progressive way for the brand to step towards a more sustainable and better future.
This spring, C/O Cheap Monday recycling bins will be installed in the Cheap Monday stores in London, Copenhagen, Paris, Beijing and Shenyang. Consumers will be able to deposit their old and unwanted clothing in the bins provided inside the stores, regardless of brand, quality or condition. Through this collection scheme Cheap Monday aims to help reduce textile waste and raise awareness of the tonnes of unwanted clothes committed to landfill each year.
Words by Joe Brine