Monki launches Denim collection

Monki, the contemporary sister line from Swedish value retailer H&M, has launched a new denim line.

“We're turning our stores into denim destinations for our customers,” said Caroline Carlryd, head of design. “From now on you'll always find the jeans that completes our fashion collections at Monki.”

The new collection, known as Monki Denim, consists of a variety of models based around six fixed styles: slim fit jeans, with a either a high, mid or low waist with a cropped version, the boyfriend, available either in full length or cropped, wide or fitted and the high waisted, relaxed fit mom jeans.

Each fit has its own name as well, in order to “help the customer navigate the range”. All the jeans contain stretch to ensure they recover their shape and offer the best fit possible and the jeans come in a series of classic washes, ranging from black, to deep blue, to mid – navy and bleached denim, as well as more modern acid washes.

“We've honed in on the key fits, classic or in season – and a great fit – and then added a generous range of washes,” said Martin Gustavsson, the new collection manager and concept designer for Monki Denim. “Basically, we've gone straight to what's essential about jeans, and done a great job of it. But really, our jeans are just designed to make our customers feel good when they wear them.”

The new denim collection is currently available in-stores and online at monki.com.