Nudie Jeans are all about keeping the right balance to create the perfect pair of jeans we just want to keep on wearing year after year. As they say, ‘the more you wear the more your lifestyle is revealed’. These are the pair of jeans you know will make you feel good and through years of wear, will share your life story. That’s why your jeans will be repaired in store for free throughout their lifetime.
From the outset Nudie has been driven by cultivating an environmental and ethical balance through every stage of the production of their jeans, turning a very toxic denim industry on its head. Since 2012 they have been using only 100% organic cotton, no hazardous dyes, and no toxic chemicals in the production of their jeans.
Recycled wool and polyester are used when needed and leather patches have been replaced by a vegan alternative made from paper.
As organic cotton uses no pesticides or harmful chemicals in its production it is largely grown using rain water, requiring far less irrigation and prepares the soil for other crops to be grown by farmers supporting the bio-diversity of the soil. It’s hard to understand why only 1% of the cotton being produced in the world is through organic cultivation methods.
Wanting to extend the life span of their jeans Nudie has introduced the Re-Use label. Pre-loved and pre-worn jeans are on sale, giving customers the opportunity to give jeans a second life. Handing in your old jeans gives you a 20% discount on a new pair.
By 2018, 98.8% of all Nudie products were sustainable.
It’s no wonder Nudie jeans have achieved cult status with an ever-growing global, loyal Nudie community.