Why Nudie Jeans’ London Launch Is a Big Deal for Sustainable Fashion

To the East of Shoreditch, Nudie Jeans launched their new store, hosting their pre-party, boasting minimalistic, retro vibes. With music playing, drinks flowing, and creatives conversing, this was the perfect setting to preview their vast denim collection and learn more about the inspiration behind Nudie Jeans. Their pre-party celebrated the intersections of music and fashion, with musicians such as DJ Joaz Dub playing dub, reggae and house, and Tom Speight playing contemporary folk-pop throughout the night, setting an indie mood. Just outside the store, there was a painter creating artwork depicting a cat with long blue jeans on and big red boots smoking a cigarette, which perfectly captured the creative, charming atmosphere of the evening.

One outfit I particularly admired was this woman wearing bold, stylish colours with eccentric accessories. Her blouse was especially stunning, inspired by African wax print, which she enthusiastically responded was second-hand, appreciating the timelessness, sustainability and style of second-hand clothing. Additionally, the yellow converse added a flair of fun and creativity, complementing her elegance and tying her outfit together.

I wanted to know more about the inspiration for this brand and concept, so I enquired deeper and spoke to the store owner. Founded in Gothenburg, Sweden, in 2001, Nudie Jeans aims to promote their philosophy of conscious consumption, using sustainable organic cotton in their jeans and utilising several sustainable practices. Their ethos ensures that their jeans will become a vintage, timeless article of clothing rather than ending up in the landfill. With transparency and social responsibility being at the forefront of this business, Nudie Jeans prioritises an ethical, slower approach to fashion. The store owner states, “We try and do everything we can do in the right way,” prioritising the environment over microtrends, creating tomorrow’s vintage.

This Swedish brand differentiates from other competitors by tackling mass consumption within the fashion industry and promoting circularity within their supply chain, minimising excess waste through several schemes, such as:
Free repairs on Nudie Jeans: Each pair of Nudie Jeans has character of its own and inhabits the experience of the wearer, constantly changing over time, absorbing stories, creativity and emotion from the person wearing it – Nudie Jeans offers customers free repairs on their jeans for a lifetime, with each repair celebrating a story, ensuring the longevity of the jeans.

Re-use program: Old pairs of Nudie Jeans can be recycled in their reselling program, with customers being given 20% off with their next purchase. The old pair of jeans are re-used and recycled, then sold second-hand for cheaper than the original price, prolonging the life of the denim and reducing waste of materials.

“The world is burning so we should consider sustainability at every step” the store owner claims, as he explains why sustainability is a relevant topic in this age of fast fashion. Nudie Jeans is not just another misleading attempt at greenwashing, but rather they uphold a genuinely sustainable ethos, weaving community into slow fashion and curating timeless pieces as opposed to fast-fashion trends.

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Written by Suraiyah Miah