Editorial: Nudie Jeans
For this business, it’s about more than just fashion retailing. Their team members provide expert knowledge on fabrics, weaves, dyes and manufacturing, and the company exudes sustainability from the ground up.
Founded by Maria Erixon Levin in 2001, Nudie Jeans have been using only organic cotton denim for the last six years, saying the benefits of using organic fabrics are self-evident as 1kg of conventional cotton requires 1kg of chemicals.
Their overall sustainability credentials are high, offering;
- Organic Denim
- Launder less
- Free repairs for life
- Trade-in program
- Re-using and recycling second-hand returns
No more tumble drying extends the life-span of your denim! [Pictured: Sophie Newman wearing Nudie Jeans]
A core part of the Nudie philosophy is encouraging customers to wash their garments less often, saving water and the life span of the product, while creating a more ‘lived-in’ piece of denim.
During our visit to their Chapel Street store we spoke to their store expert Leah who helped us to understand why this is key, dispelled that old myth of keeping your jeans in the freezer, and taught us to never ever put them into the dryer – hand washing and line-drying is a much better and more sustainable way to get back that new-bought feel without damaging the thread!
‘Wash less and wear-on’ is an important part of the Nudie Jeans philosophy.
Ethical manufacture is something Nudie Jeans feel strongly about, as a responsibility they believe more businesses should be taking seriously.
Staying true to an ethical brand ethos by taking transparency to the next level, they publish their supplier guide, and even provide an interactive map for customers to delve deep into the birthplace of their clothing.
“we made the choice to manufacture our product in a fair and ethical way. An opportunity every company is given, but too few take”. Nudie Jeans – ‘Get the balance right‘ fact sheet
Pretty much everyone has a well-loved pair of jeans in their rotation, and well worn-in denim is the cornerstone of this must-have garment (hence the resurgence and popularity of used Levis). Nudie are second-to-none in their practice of turning one of their ‘canvases’ into your new, totally unique best friend to wear-in and wear-on for a lifetime, with forever free repairs.
Nudie train their team who make denim repairs daily, repairing and saving over 35,000 pairs worldwide in 2015
It’s this Care, Wear, Repair philosophy which makes Nudie Jeans stand apart from their counterparts.
In 2017 they repaired 49,235 pairs of jeans, saving them from being discarded and using material from their returns trade in program. Yup, that stacks up.
The denim saved from waste in 2017 would pile higher than the world’s tallest building.
And that doesn’t include the 7,463 pairs which were resold or re-used for repairs, all saved from landfill.
Reused Denim for Sale in store at Chapel Street, Melbourne
“We cherish the well-worn and mended. Jeans that become a part of ourselves when worn a long time – a second skin.”
“the concept of wear and break in (six months of daily use without laundering) and our promise of free repairs. Combine it with used denim going back into the loop as second-hand jeans or raw material for new products. All this equals a smarter way to consume, and also an environmentally sustainable product.”
The hard-wearing, long-lasting Selvage range has been a long time favourite with guys all over the world, and Nudie have recently launched a new addition to their timeless women’s range; the High-top Tilde featuring higher stretch for an emphasis on comfort and shape, and all vegan patches and in a selection of 5 washes.
Nudie are transitioning to all Vegan patches on their denim – these from the new High-Top Tilde women’s range
Our Editor, Sophie wears the High-Top Tilde in Dark Blue
In addition to 1500 retailers around the globe, Nudie have 23 dedicated retail & repair shops worldwide, and Australia is lucky to call 6 of these our own, making us one of the biggest consumers of sustainable denim!
Visit the Nudie Jeans website to find a store or check out a few of their latest and best-selling designs online.
We received a complimentary pair of jeans for review. Words and images by Ethical Fashion Review™
Welcome to Ethical Fashion Review™
Would you like to see your Brand or Event featured on our site? To submit a business or idea and share your vision for a sustainable and ethical fashion future, please Contact Us.
