Friday, December 30, 2005
STOCKHOLM, Sweden (AP) - Cheap Monday jeans are a hot commodity among young Swedes thanks to their trendy tight fit and low price, even if a few buyers are turned off by the logo: a skull with a cross turned upside down on its forehead.
Logo designer Bjorn Atldax says he's not just trying for an antiestablishment vibe.
"It is an active statement against Christianity," Atldax told The Associated Press. "I'm not a Satanist myself, but I have a great dislike for organized religion."
The label's makers say it's more of a joke, but Atldax insists his graphic designs have a purpose beyond selling denim: to make young people question Christianity, a "force of evil" that he blames for sparking wars throughout history.
In more religious countries, that might raise a furious response, maybe even prompt retailers to drop the brand.
Not in Sweden, a secular country that cherishes its free speech and where churchgoing has been declining for decades.
Cheap Mondays are flying off the shelves at 400 kronor (about $50) a pair. Makers say about 200,000 pairs have been sold since March 2004 - and little attention has been paid to the grinning skull and dark texts such as "Over My Dead Body."