DENIM WITH A DIFFERENCE: HOW NUDIE JEANS’ SUSTAINABILITY PRACTICES ARE REVOLUTIONIZING THE FASHION WORLD
By: Jemicah Colleen Marasigan
Jeans are arguably the most staple piece of clothing for anyone to have in their closet. Versatility and durability make denim an essential for most people - whether they are being worn by country loving concert goers or farmers herding cattle, we all love them. It is almost a rite of passage to have a favourite pair of jeans. One brand that stands out for its style, quality and unwavering commitment to sustainability is Nudie Jeans.
Image courtesy of Nudie Jeans
Founded in 2001, the Scandinavian brand has woven a legacy of denim obsession into every stitch, guided by a relentless mission to minimize the environmental impact of fashion and especially their environmental footprint.
"Our core values are sustainability, transparency, and timeless craftsmanship," says Bettina Krohn, Nudie Jeans’ PR & Sales Specialist.
"We have revolutionized fashion by co-creating 'the vintage of tomorrow' with our customers, designing garments that stand the test of time. We are also deeply committed to reducing our environmental footprint through concrete actions and strategic planning."
At the heart of Nudie Jeans' philosophy is a deep integration of sustainability across their operations. They have reshaped their view of the fashion landscape transitioning to renewable energy at their suppliers, prioritizing energy efficiency and minimizing airfreight usage. However, central to their commitment to sustainability is a careful selection of raw materials, while also extending the lifespan of garments through repair, second-hand sales, and recycling initiatives.
Image courtesy of Nudie Jeans
"Sustainability isn't just a buzzword for us—it's a fundamental principle guiding every aspect of our operations, from energy consumption to material sourcing to product lifecycle management,” says Krohn.
“Through deliberate actions and continuous improvement, we are dedicated to minimizing our environmental impact and paving the way for a more conscious future in the fashion industry.”
While the brand boasts a wide selection of jeans to choose from, a jewel in its crown is the Dry Ace Selvage line, showcasing its dedication to unparalleled craftsmanship and innovative design.
Dry Ace Selvage jeans from Nudie Jeans are crafted from 14.2 oz, Japanese selvage denim, renowned for its unique aging properties. The journey of Dry Ace Selvage began with a vintage pair of jeans from the 1950s, discovered in a thrift store in the USA, which inspired a meticulous reverse-engineering process in Japan. This denim masterpiece features extreme slub yarns, 20 dips in pure indigo dye, and masterful weaving on vintage shuttle looms, resulting in a rugged yet refined texture that evolves beautifully over time.
Image courtesy of Nudie Jeans
But Nudie Jeans isn't just about making great jeans: they are committed to ensuring those jeans last. With Repair Shops across the globe, every pair of Nudie Jeans comes with a promise of free repairs. In fact, during 2022 the brand repaired 65,386 pairs — when double-folded in a stack, that’s a tower taller than the Burj Khalifa.
If one of their Repair Shops isn't nearby, their Repair Partners are fully equipped to handle repairs responsibly and at no cost to the customer. And for those in far-flung places, the brand offers a free-of-charge DIY repair kit, empowering customers to mend their beloved denim themselves.
"The most important thing for us is for the consumer to find their forever jeans. That is why we have a wide offer of fits, as fit is such an important factor to ensure longevity,” says Krohn. “We have a male and female line, but all jeans are in our opinion unisex. It’s all about the fit!”
Image courtesy of Nudie Jeans
At the end of the day, Nudie Jeans isn't just another denim brand: they're pioneers of a new era in fashion—one characterized by sustainability, transparency, and an unwavering dedication to quality. Through their actions and innovations, they're not just shaping the industry, they're redefining what it means to be truly fashionable with a conscience.
“Every Nudie Jeans creation is engineered to be your 'forever jeans.' With us, you're not just purchasing clothes; you're investing in future classics, where vintage reigns supreme over disposability,” adds Krohn.
“Wearing Nudie Jeans is a statement, not a fashion choice — but you can still look great while making your statement!”