Store Monki

Product range. Monki is the destination for shirt-dresses, A-line skirts, wide-leg trousers, oversized denim jackets, sweatshirts, and basics. The range of white, black, and gray tees and tops of all kinds is unrivalled even by H&M. Unlike the latter, however, at Monki they are mostly loose-fitting with skin-tight pieces being more of an exception.

Originality. Eloquent cuts, oversize, demure colours. A quarter to a third of new collections is usually ingeniously decorated with large and striking prints. Monki's designers are uncompromising in creating either very colourful or markedly minimalist pieces, but never in between.

Chic. Monki is not after the latest trends but the pieces look nothing like overly conservative or old-fashioned.

Pricing. Pretty much the same as that at H&M.

Corporate history highlights. Monki is one of the H&M Group brands on a par with COS, Cheap Monday and & Other Stories. The brand was launched in 2006 in Gothenburg, Sweden, and now boasts a retail network of more than 90 stores in Europe and Asia. The US market remains untrodden for Monki.

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