H&M Group’s Monki brand is tapping into the colorful world of Iggy Jeans.
The two Stockholm-based brands will launch a denim capsule collection in September that combines their shared interest in experimental designs and playful pops of color.
Described as a “not-so-average” denim collaboration, the mostly black, blue and green designs are made to mix and match. Items are punctuated with a bold spike print inspired by radio waves. Others are adorned with bows—a nod to Iggy Jeans founder Ingrid Berg’s childhood bow obsession.
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The nine-piece collection includes Monki’s popular low-rise jean styles, Naoki and Wakumi, as well as a jean jacket, miniskirt, button-up vest and long and short sleeve tops. The drop will be available in sizes XXS-XXL and 24-40.
Known for her hand-painted abstract designs, Berg founded Iggy Jeans in 2018 when she was just 15. The brand has evolved from an upcycling passion project to participating in Stockholm Fashion Week. In 2020, Iggy Jeans partnered with Monki’s streetwear-inspired sister brand Weekday. The same year Iggy upcycled fellow Swedish brand Rodebjer’s deadstock with unique designs.
The partnership with Monki brings Berg’s designs to a wider audience, however.
“I’m happy to work with a brand like Monki that conveys the essence of being a girl in such a lighthearted yet punky way. I wanted to do this collaboration because it gave me the chance to showcase my signature prints and designs to a larger audience than ever before,” Berg said. “I hope the Monki community is as excited about this limited edition drop as I am, and I can’t wait to see how they style these pieces.”
Monki, which previously collaborated with stylist Selam Fessahaye and organizations like Plan International, said it selects collaborative partners that reflect its brand DNA and add a special, personal touch to products.
“Ingrid Berg’s passion for the music scene combined with razor-sharp attention to detail and her idea of denim being endlessly versatile has shaped the creative foundation on which her jeans collections stand today,” the brand stated.
In April, the Scandi-cool women’s brand consolidated its head office and staff by merging with Weekday. The two brands continue to operate as their own “brand experiences” and will welcome Cheap Monday into the fold in 2024. H&M Group plans to revive the shuttered label with a small assortment of jeans.
