It might seem like a bit of an over-exaggeration, but I believe that finding a good pair of jeans is akin to finding your soul mate; they make you feel great and stick around for a very, very, very long time. With Nudie jeans I have met my soul mate.

Stand for something

Nudie Jeans is based on the pursuit of doing the opposite. They have outwardly shunned fast fashion, unsustainable production processes and created an ethical product that champions the circular economy. Their jeans are designed to look great, feel great and last. Nudie Jeans has been responsible for leading the change within the jeans industry, an industry that has been scrutinised in the overuse of pesticides and water consumption. They now use 100% organic cotton, 97.7% of other components are from sustainable sources.

Are what they say they are

Unlike many companies who Greenwash their business workings and supply chains, Nudie jeans have been founded on building the most sustainable and environmental practices into their business. Nudie takes responsibility for the full product- this means right from the raw ingredients to the material at the end of its life. They now use 100% organic cotton and 97.7% sustainable products. They are transparent with what they are doing and don’t claim to be perfect but a work in progress. They continue to evaluate their practices, adopt new techniques and technologies to lessen their environmental impact.

Customer-first

Nudie is not only leading the way with their production practices but also with their design. The jeans are built around the actual body shapes of their customers and come in multiple size combinations- sizes, half sizes. They also offer a free in-store tailoring service if you need the jean slightly altered. For e-commerce customers, they have built a sizing tool that allows you to measure an existing pair of trousers and compare it to the item you are looking to buy.

Lifetime customers

Nudie considers itself responsible for the full lifespan of their products, so have built practices in to extend its shelf life. Nudie has developed repair shops where jeans can me mended free of charge. To date, 63,281 pairs of jeans have been repaired, saving 50,000 kilos of textile waste – an amount that would require 441,000 tons of water in new production.

For customers of jeans that can not be repaired are offered a 20% discount on their next pair in exchange for their old pair. The material is then washed and restored further extending the lifespan.

Nudie is an amazing example of a business built around the triple bottom line: People + Planet + Profit. As consumers become more and more conscious of the impact they can have through the brands that they spend their money with, and recognise the signs of Greenwashing, the companies that are built on ethical foundations will be the ones that will become the household names of tomorrow.

Sprowt has no affiliation with Nudie jeans other than a love for the brand and deep respect for how they are pioneering the charge for the circular economy; but we are on a mission to bring the world the brands that care. If you are a purpose-driven brand who has a bold ambition to scale. Get in touch.

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