Setting the tone for Nudie Jeans’ premium organic denim, the concept store will represent the true es- sence of the brand and its sustainable qualities will align itself with those already launched in Stockholm, Tokyo, LA, Berlin, Zurich, Barcelona, Sydney and Nudie Jeans’ hometown Gothenburg.

“We are very excited to be opening our first UK store, which will give us the opportunity to really tell our unique concept. The UK is one of our biggest profile markets and our store will meet the demands we have seen for our brand globally.” – Andreas Århman, Sales & Marketing Director

THE NAKED TRUTH ABOUT DENIM

The store will be set on a prominent location on the corner of Berwick Street and D’Arblay Street. Inside, the shop boasts 100sq meters of retail space distributed on the ground floor and basement with a 40sq meter showroom on the 1st floor. Nudie Jeans’ new store will house the first official Nudie Jeans Repair Station in the World. The interior will feature raw and rustic vintage furniture set against a clean backdrop, giving the store a bright and open feel. With Nudie Jeans’ wide range of fits and washes, the store will be the faultless place for customers to find a perfect pair of jeans guided by their denim experts. 

We’re really happy to announce that we will be adding a repair shop to our shop-in-shop at Illum. This all starts on the February 14th. Our repair program gives your favorite pair of Nudie Jeans a second chance at life. The highly skilled denim expert, Morten, at Illum will help you with all types of repairs. And the best part about it, you will not be charged you for it! The only requirement is that the label says Nudie Jeans Co. Because we care Ever since the beginning we’ve taken the environmental aspect real serious. We put in a lot of work to produce high-quality denim and we’ve realized that it is possible to produce fashion in an environmentally responsible way. But we continually strive for healthier and more sustainable consumption patterns. Our repair program fits right into what we believe to be the responsible thing to do. The program is labeled and certified as ”Good environmental choice” in Sweden. We strongly believe that repairing is caring. Not only about the jeans you love, but also the planet that we live on. We also think that worn out jeans are way cooler because they tell a story about you.

We’re proud of our product and when you buy a pair of Nudie jeans you can rest assured that we will do whatever it takes to extend the life of your favorite pair of Nudies. So, grab those worn-out Nudies and bring ’em to Illum!