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Swedish denim brand Cheap Monday have done what Rolls Royce did with the turbofan Jet engine for the 747, took an icon British design and manufacturing, and brought it up to date, with the introduction of a new range of classic Reebok sneakers: The Freestyle Hi and The Workout.
Trends in fashion are cyclical, and old styles that were big in the early 90’s or before, are being brought back from the dark recesses of our parent’s adolescent wardrobes, to be modernised and sold like hot cakes on the High St again.
These time-honoured delights are now being discovered by today’s youth, and despite the retro style of these garments, they all have a fresh feel and modern sensibility.
You see it emerging everywhere these days, the grunge inspired clobber of Eddie Vedder and Kurt Cobain, which is now adorned by kids with no tangible connection with the first Grunge movement, and the original seed of anti-fashion.
This was a protest against the mainstream, a desire to live differently and rebel against the growing commercialism in music and art.
It is not unfair to say most of these kids do not understand the cultural and ideological importance of their attire. And those who do remember are getting a bit long in the tooth these days to say the least.
It’s hard to believe, but the Nirvana generation are now pushing 40 and probably have grown-up responsibilities their teenage selves would have bristled against, like say, a mortgage. Even the baby swimming on the cover of the Nevermind album is past 20!
While some articles that are left in the wardrobe preserve like a fine wine, some things need an outsiders touch to add a new dimension, a new freshness and vitality into the garment.
This is what Cheap Monday have achieved with their new line of Reebok footwear, introducing an array of clever touches and customisations that complement the unique charm and street appeal of the originals. It’s a match made in heaven.
The collaboration with Reebok coincides with the 30th and 25th anniversaries of their most iconic trainers, and celebrates the Freestyle Hi and the Workout in all their glory.
These fly kicks were big news back in the day, and ruled the estates as well as the shopping streets, having been taken to the hearts and minds of the British public like no other trainer before or since.
The classics have fans in high places, with patrons like Mike Skinner of The Streets, London rapper Labrinth who has worn the brand in many of his videos and even Alex Turner of The Arctic Monkey’s who referenced the “Classic Reebok’s” in his song A Certain Romance.
But now these two stalwarts of Royal Britannia’s street culture have been given the Cheap Monday treatment with some signature denim designs.
Örjan Andersson, the founder of Cheap Monday, has worked hand in hand with a team of designers to create these limited edition footwear, which have all-over two-toned black denim uppers, crisp white soles and the famous skull logo on the tongue.
Only 500 pairs of each of the two styles are being produced, so demand is going to be insane as you would expect as they hit the Cheap Monday Stores, hot off the press, on March 1st.
You will find these in selected stores in the European market, including: Solebox in Berlin, Caliroots in Stockholm and the Flagship Store, Carnaby Street, in London.
Andersson spoke about the new project saying: “Being asked to create Cheap Mondays own versions of the classic Reebok models was a challenge I couldn’t refuse. Cheap Mondays background is in black denim, so making these sneakers for Reebok in two shades of black denim felt very natural.”
Cheap Monday is a fashion brand that champions uniqueness, and they are now bringing haute Swedish style to the streets of London, with a new flagship store on Carnaby Street. Check out their official Facebook page here:
http://www.facebook.com/cheapmonday
Words by Martin Higgins, at www.mhfreelance.co.uk