Nudie Jeans, a committed Swedish brand

Denim takes center stage at Nudie Jeans

It was in 2001 in Gothenburg, Sweden, that Maria Erixon and Joakim Levin created Nudie Jeans, a brand specializing in denim. Quickly recognized for its premium-quality denim, Nudie Jeans aims to sell jeans that, over time and through wear, will become unique pieces. According to Maria Erixon, "The more you wear and repair your denim, the more character it will have. Denim is a living fabric that evolves over time.".

A sustainable, waste-reducing approach

The Swedish brand promotes slow fashion by emphasizing the timelessness and durability of its collections. It has implemented several initiatives to help customers wear their jeans for as long as possible:

Repair Shops

This concept allows customers to bring their damaged jeans to a store to have them repaired, whenever possible. This repair service is completely free.

The Repair Kit

This kit was created to enable everyone to repair their own jeans. It contains 2 denim patches, 1 black denim patch, 1 iron, 1 needle, 1 spool of orange thread for stitching, 1 spool of black thread, and 1 repair instructions booklet. It is available to everyone and can be requested free of charge from Nudie Jeans.

Reuse and Recycling

Nudie Jeans refurbishes jeans dropped off by customers at its stores and then offers them for sale second-hand. When jeans cannot be repaired, the brand repurposes them for new products or as repair materials, or recycles them. In 2018, Nudie Jeans repaired 55,173 jeans and collected 10,557 jeans for reuse. In doing so, the brand prevented 44,000 kg of clothing and 386,000,000 liters of water from being wasted.

Responsible materials

Nudie Jeans is also committed to the materials used in its collections. All denim is made from GOTS-certified organic cotton, a material that has become a key hallmark of Nudie Jeans. The brand also uses recycled materials such as wool and PET, which is made from discarded plastic bottles that are then transformed into new fibers.

Transparency

The brand aims to be completely transparent with its customers, which is why it dedicates a section of its website to explaining its approach and commitments. You can also find the traceability of all the products it offers. Every stage of production is monitored at the various manufacturing facilities. Suppliers and subcontractors are subject to social audits in accordance with the rules set by the Fair Wear Foundation, an international organization aiming to improve working conditions in the industry.

Nudie Jeans therefore offers responsible clothing that you can find on our website or in our Toulouse store—feel free to visit us!

Discover our Nudie Jeans selection and our wider range of jeans and trousers for men and women.