I am proud to say that Nudie Jeans is currently a market leader within organic cotton denim, and proud to be part of a denim industry which truly treats this issue seriously.
And I’m proud to meet more and more producers and weavers who realise organic denim is not only an eco-trend, but a sustainable way of working moving forward.
I’m proud we can resume our partnerships with the world’s foremost producers, partners who are now committed to investing time and money into organically harvested cotton plantations – not just as an avenue towards a quick return or another passing fad, but as a commitment to an important principle.
I am filled with pride when I hear colleagues and key players within the denim industry attending a Paris exhibition respond so positively to our consistent approach to our core values.
This has been our ambition all along. Sure, it has taken time, but we have maintained the courage of our convictions during a period that has seen a number of eco-trends come and go. For us, this is a question of lifestyle, and one of our core values. Since starting up back in 2001, we have remained focused on issues around sustainability and the environment regardless of the demands of the market or our customers, in a time when price has been a key factor. Prices have often been so low that quality, as well as organic and CSR-aware production have been sacrificed as a result.
We have chosen to work with organic cotton regardless of the trends of the day. We are often asked if our values are a marketing tool, or something requested by our customers. The answer is no. It’s a choice we make in the boardroom, and a choice we make during product development. We believe our commitment to organic production should be part of our pricing and quality profile.
In 2006, we invited all our material suppliers and laundry operators to join us in a discussion on sustainable development in the industry. And today in 2012, we are especially proud to say we offer 100% organic cotton across our entire range of rigid, stretch and selvage denim. This is a vital stage in the evolution of the Nudie Jeans philosophy. We would like to say a big thank you to everyone who has been with us along the way.
/ Maria Erixon Levin, Founder, Creative Director