Last year, we were happy to join the Global Fashion Agenda and its commitment to accelerate a transition to a more circular fashion industry. By setting up goals, brands joining the commitment will work towards a more circular fashion model.
We believe in pushing the textile industry towards circularity and sustainability. Whilst doing so we need to remember that using our clothes for a long time, breaking-in, repairing and to care for our garments are the most important things we can do to do overcome the issue of overproduction and over consumption.
We work with timeless design, sometimes inspired by vintage clothing, or just clothes you want to wear every day and keep over time. Long before circularity became a buzzword we focused on longevity and knew that the garments you love – you keep. Denim is a material that grows more beautiful with time. Starting with a pair of dry denim and wearing them every day will give the best and personal wears and tears, and the jeans will tell a story of the life you spend wearing them. The Nudie Jeans circular idea is based on a slow circle, where the most important part is to prolong the life of the denim, sell them again, and when that is no longer possible, use the fabric as patches for repairs – and prolong the life of other jeans. Or make other items out of them. For example, our Larsson cap is made out of old nudie jeans.
As lovers of the denim handcraft we also know that getting to know the fabric, investing time and care into a garment and the beauty of a personal repair, will make people love their jeans even longer – and make them wear them for even longer. Offering the free repair service and to give our customers 20 % discount on a new pair when handing in an old pair are therefore a natural part of what we do, and what we do creates circularity in a longer perspective.
The recyclability of the garment on a fiber-based scale is one of our most difficult challenges. The garment will come to the end of life, and exploring new ways of reusing and recycling is something we stay open to and excited about.
We believe that appreciating true craftsmanship, to love and care for our clothes, by buying less and use longer, is the way to create a more sustainable textile industry.
Our targets set within the Global Fashion Agenda are:
ACTION POINT 2 – INCREASING THE VOLUME OF USED GARMENTS COLLECTED
- By 2020, we will increase the number of collected used Nudie Jeans by 15% globally.
ACTION POINT 3 – INCREASING THE VOLUME OF USED GARMENTS RESOLD
- By 2020, we will increase the total number of Nudie second hand jeans sold by 30%.
ACTION POINT 4 – INCREASING THE USE OF RECYCLED TEXTILE FIBRES
- By 2020, at least one style in our collection will be made of recycled post-consumer Nudie Jeans collected from our garment collection scheme.