Swedish denim brand Cheap Monday celebrated its 10th anniversary, an occassion which the brand wanted to highlight by thanking its fans for their loyalty to the brand.
Organizing 10 Minute Pop-ups, spread across 10 cities worldwide, they attempted to give away . 10 000 pairs of jeans were gifted for social currency. On October 10th at 10 AM, fans were given a pair of jeans in exchance of a picture posted on Instagram, Twitter or Facebook tagged with #cheapmondayx10.
Nightingale was responsible for the organization and press launch of the pop-up in Belgium and indulged the Stadsschouwburg in Antwerp in jeans for 10 intense minutes.