Cheap Monday celebrates ten year anniversary with shortest pop-up shop

In honor of its ten year anniversary, denim label Cheap Monday is preparing to

launch the world's shortest pop-up shop in number of cities across the globe.

The Swedish fashion and denim brand aims to open up surprise pop-up shops for 10 minutes, in ten different cities, offering customers a total of 10.000 pairs of jeans. Customers will be given a pair of jeans in exchange for 'social currency'- either like the label on Facebook or using its name in a hashtag.

Since the label's inception ten years ago, Cheap Monday has expanded to offer full fashion range for men and women and is now available in over 35 countries via 2000 selected retailers, as well as online and through its five stand alone stores. Cheap Monday created its 10 minute pop-up shop as a way to thank its customers for their loyalty and support.

“Cheap Monday has a big following on social media. One of the most frequent requests from our fans is for us to open Cheap Monday Stores in their cities," explained Carl Malmgren, denim designer at Cheap Monday. "As our fans around the world are very important and dear to us, we want to reward them. The 10 minute Pop-Up is our way of thanking them for all the loyalty, love and attention we've received during our first ten years."

In order to selected which ten cities will host a “10 minutes Pop-up” on October 10, customers are asked to vote for one of listed cities of their choice online on their campaign site, which takes place from September 17 to 27. European cities listed include Amsterdam, Antwerp, Barcelona, Berlin, Birmingham, Copenhagen, London, Lisbon, Madrid, Manchester, Milan,Paris, Rome and Stockholm. The winning cities will be announced a week before the pop-up shops launch.

The “10 minutes Pop-up” come not long after Cheap Monday's Guerilla pop-up giveaway in Paris, which the label launched prior to the opening of its first French store opening this April.