Cheap Monday men’s collection fall / winter 2013 was unveiled on one of the many catwalks of Stockholm fashion week. Artificial Grunge was the theme ”Artificial Grunge reflects our collective memory, and the commercial memory, of grunge more than the actual grunge lifestyle. The grunge we have created can therefore be called artificial” published the brand into the website. The grunge aesthetic is therefore mixed up and deliberately not an accurate blueprint of the early 90’s style. Clashing the classic with top of mind-images from the grunge era creates something new for fall 2013.