Nudie jeans event autumn 2014


When Nudie opened their latest repair shop, they choose to use the Triton Scale rug deigned by Naja Utzon Popov as a welcoming statement out on the street. The two brands, Nudie Jeans and Triton, joined forces both passionated about creating good looking products in a sustainable way.

Since 2001, Swedish Nudie Jeans has established itself as one of the world’s most respected denim brands, with its own stores worldwide. In addition to its uncompromising love for genuine craftsmanship, the company has also been praised for its social responsibility and unique concepts for sustainable consumption: Eco Cycle – take care of the entire cycle from wear and repairs for reuse and recycling.

– The most important thing we’re doing right now is to translate our philosophy into practice. To offer this service, tell our story and really take our responsibility, we open more stores. Göteborg is a small town, but we need to cater to an increase in supply and demand says Joakim Levin, co-founder of Nudie Jeans.

In the stores, customers get advice from knowledgeable staff and get their Nudie jeans repaired completely free of charge. Also, worn out Nudie jeans are received, prepared and sold as second hand (certified as Good Environmental Choice). The customers handing in their jeans get 20 % off on the next pair. Nudie Jeans work has gotten attention in international press, most recently in The Guardian: “Nudie appears to be shifting the public gaze towards something akin to responsible consumerism ”.

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