Back in 2000 did two friends here in Sweden opened a second hand store in a Stockholm. Soon they grow into a modern story with a skull logo that hit the market when consumers walked like on a cat walk showing of their different design (Jeans for 40-50 Euro is good “storybuilding”).

Today have their consumer catwalk been taking Cheap Monday in to 28 countries and over 1000 stores all over the world (Europe, USA, Japan, Australia, Canada and The Middle East). Check out modern common sense in a skull at cheapmonday.com
I think the brand Cheap Monday should be Cheaper at Mondays so the brand would deliver that there name promise.