Exclusive Interview: Nudie Jeans’ Sustainable Denim Revolution
What makes Nudie Jeans unique in terms of style and sustainability?
Well, as our tagline says – we’re trying to create tomorrow’s vintage. That is, clothes that become more beautiful the more you wear and repair them. We envision future classics, not future landfills, embracing ethical fashion and encouraging our customers to do so.
How does Nudie Jeans incorporate repair and reuse into its brand ethos?
Every pair of Nudie jeans comes with a promise of free repairs forever. We repair your jeans in our Nudie Jeans Repair Shops or travelling Repair Stations (which have been at Aphrodite in the past!), with the help of repair partners, and through our touring mobile repair station. And if the day comes when you grow tired of your old pair, we want them back. Every Nudie Jeans Repair Shop is packed with preloved jeans looking for new owners.
How does the use of organic, sustainable materials benefit Nudie Jeans and its customers?
Using organic cotton and other sustainable materials makes us feel good about ourselves, but it’s not benefiting our business. A shortcut to faster growth would be to skip all the painstaking work we put in just because we care about the planet. It benefits our customers because they, like most of us, live on planet earth. It also greatly benefits everyone involved in the process of farming and producing the materials for our clothes, since they don’t have to work with hazardous substances.
Could you describe Nudie Jeans’ approach to sizing and how customers can find their perfect fit?
We ask our colleagues at our headquarters in Gothenburg to wear our clothes and give us the lowdown on how they age over time. This insider info is invaluable because our designers and pattern makers work together to create pieces that are not just meant to be worn for a brief moment, but for years to come. Plus, we have denim experts in our repair shops all around the world. The denim knowledge among our retail staff is, no doubt, next level. To add to that, our Account managers travel up and down the country to pass on as much information as possible to our wholesale partners.
How do Nudie Jeans stay connected with the ever-changing tastes and preferences of denim enthusiasts?
We leave trends to the fashion industry. Instead of following the latest hypes, we stick to fits and models that inspire us. And since we’re not H&M, we don’t have to cater to everyone’s taste. We just have to do our thing and trust that enough people will like it. While Nudie Jeans has a strong online presence and community engagement
How does customer feedback influence the brand’s decisions and innovations?
That’s a great question! We definitely listen to everyone, and they influence what we do, a lot. But at the same time, we have to stay true to our taste and values. So, I guess the answer is that we listen to people as long as we share tastes and values. At the same time, we need friends. Lots of friends. We can’t change the industry on our own, so building a massive community of people who give a sh*t is a priority!
What are some key elements that Nudie Jeans considers when designing new denim fits and styles to cater to diverse customer preferences?
We don’t aim to please everyone, and we don’t follow trends, so that makes life easier. But we have a great love for denim and our community. So, I guess it’s a mix of what we’d love to do next and what our friends in the community have on their wishlist.
Our exclusive interview with Nudie Jeans has shed light on their unwavering commitment to sustainable denim and the power of conscious fashion choices. We hope this interview has inspired you to explore the world of eco-friendly and stylish denim. Embrace the denim revolution and join Nudie Jeans in making a positive impact on our planet, one pair of jeans at a time.
Shop Nudie Jeans online and in-store at Aphrodite1994.