Nudie Jeans has come a long way. What has been the most surprising or interesting part of the brand journey?
We’re still amazed that we’ve come this far and that we’re still going strong. When we started out, we modestly hoped that someone would like the products and the brand value as much as we did. Not in our wildest dreams did we imagine that we’d make the progress seen over the past 14 years.
Sustainability is high on your agenda. How have you made the production process greener?
From the very start, we’ve been pretty adamant that the environmental aspect is important. In 2007, we started striving towards offering a denim range made from 100% organic cotton, and in 2012 we reached our goal. We continue to strive towards presenting a collection where all cotton used is not only organic, but also Fairtrade certified. We’ve come a long way, but we’re not quite there yet.
You launched the first Repair Shop concept in 2013 in London. How is it coming along? Are consumers getting used to the idea of mending their lovingly worn jeans rather than buying a pair of new ones?
They most definitely are and we’re very proud to be able to offer all our customers free repairs. Last year we repaired over 25,000 pairs of Nudie Jeans and this is just the beginning. So far, we’ve opened 19 Repair Shops internationally– they’re located in places such as our hometown Gothenburg, Stockholm, London, Berlin, Los Angeles, Oslo, Sydney and Osaka. More stores will open in the future in order to give anyone’s beloved Nudie Jeans a second life and at the same time support the environment.
