Denim label, Cheap Monday, a subsidiary of H&M (as of March) has big plans to eventually open its own stores and new markets in South America, Russia and Asia. H&M’s goal is to a make Cheap Monday as big as Levi’s or Diesel with a price tag that is based on the “Big Mac Index“, I agree that a good pair of jeans doesn’t need to cost so much.

Cheap Monday has already diversified its lineup to include looser fits. In August, the brand will introduce its first chinos and for fall will unveil 14 men’s and women’s styles, bringing the total designs to 25 and, including washes, 120. New women’s designs include Lady Loose, a high-waist, nonstretch style with tapered legs; Flare, a Seventies-inspired high waist with flared legs; A L, a high fit, tight waist with wide bottoms, and France, a normal waist, nonstretch fit with straight bottoms. For spring 2009, the offer will rise to 29 styles.

To further broaden its appeal, Cheap Monday aims to build its renown in ready-to-wear. Currently, the label’s offer is split evenly between rtw and denim. Next spring, it will introduce a new streetwear collection dubbed Wknd. via WWD