Last week, Cheap Monday - the brand that makes you look like a Swedish hipster but doesn't bankrupt you in the process - invaded Paris with nipple clamps. During the month of April, the brand went on a Customized Tour and under the theme of 'Bondage Construction', it stopped by 13 Weekday and Cheap Monday stores round Europe and entirely covered the interior in plastic and straps. The shops were then invaded by a total of 320 jeans, customized via straps, hooks, vinyl, bleach (and more X-rated items surely) – and true to its brand name, maintained its usual price. On the night, DJs played, as devoted skinny legs and S&M fans came to preview the clothes. This celebrates the sixth anniversary of the brand, and proves to the world that tight jeans are still alive and irresistible. Except for a love of jeans, Cheap Monday, since 2010, boasts a full-blown line of clothes designed by Ann-Sofie Back, the Swedish top designer who used to be based in London. Dazed Digital spoke to Örjan Andersson, the founder of Cheap Monday, about the tour, Sweden and the meaning of life.

Dazed Digital: You were the trendiest skinny jean designer a few years back. Today, tight jeans are everywhere, most high street brands make decent ones. What is the future of Cheap Monday now that the world has caught on?
Örjan Andersson: You can still see the skinny pants on the catwalk even from the trendiest designers so I don’t think the world has moved on from skinny jeans yet. I love to work with the longer trends and to find them early. Cheap Monday will have a bright future working with the long trends as well as with the shorter trends that fits the brand. We will continue to go our own way and to be one step ahead, and of course other brands and manufactures will catch on if you do something that is successful.

DD: You specialise in jeans, especially skinny ones, but are now expanding into clothes, what do you offer exactly?
Örjan Andersson: We are offering other fits in the collections than the skinny ones, and we have a full scale men's and womenswear collection as well as spectacles and sunglasses.

DD: Do you think you have a future, and credibility, in fashion outside jeans?
Örjan Andersson: Yes

DD: Sweden is rapidly earning a reputation in fashion. Why is that? What is distinctive about Swedish style?
Örjan Andersson: We are a hard working people and are very open minded about new cultures. I also think that people working with fashion in Sweden has a high knowledge about the history and pay high attention to detail.
 
DD: Can you tell us about about the Tour. Why, and what do you think this will add to your image?
Örjan Andersson: We love the whole idea of customizing your own jeans, and we wanted to do something with an added value for our fans. The price is the same as always, but every pair is customized by hand in our office. It’s a great way for us to be close to our fans, doing things on a root level. It also involves a great party for everyone!

DD: If you didn't work in fashion, what would you do?
Örjan Andersson: I would probably be a carpenter.

DD: What song best represents the Cheap Monday Tour?
Örjan Andersson: Monty Pythons 'Always look on the bright side of life'.

DD: What is the meaning of life?
Örjan Andersson: Skinny jeans, of course!