TEN IS A CHARM: It’s likely the shortest pop-up store in the history of retail. As Cheap Monday turns 10, the Swedish denim brand belonging to H&M said it would give away 10,000 pairs of jeans through ten pop-ups in ten different cities at 10 a.m. local time on Oct. 10. Each venue will remain open for just — wait for it — ten minutes.
Customers will get the chance to vote for the cities in question through a dedicated Web site and social media. Polls close on Sept. 27. The winning cities will be announced a week prior to the guerrilla sale.
“It’s our way of thanking [our fans and customers] for all the love and loyalty that we’ve received during our first 10 years,” said Anna Norling, Cheap Monday’s brand director.
The denim will be offered in exchange for “social currency,” the company said — so either a “like” on Facebook, an Instagram photo or hashtag on Twitter.