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@nudiejeans and @tenuedenimes came together for a collaboration to show the world the naked truth about the sustainability of denim. Good products that last long are the most sustainable ones. The Gritty Jackson is proof of that. It isn’t always easy to push the envelope, but difficult roads often lead to beautiful destinations. Shot and edited by @michaeljessurun
Tenue de Nîmes and Nudie Jeans work actively for the future of denim, and both brands are dedicated to making a positive change in the denim industry. Whilst this collaboration is the birth of a new fit within the Nudie Jeans family, the naked truth about sustainability remained the focus throughout the process. Both are in agreement that the search for sustainability begins with oneself and the fact that what you purchase, wear, and how you take care of your garments is equally as important as how the garment is produced.
“The production of denim around the world have always been singled out and labeled ‘unsustainable’. We at Tenue de Nîmes believe jeans are the bright blue future of our wardrobe. Why? Because to us, there is no piece of clothing more sustainable than wearing a pair of raw denim jeans. So let us embrace the naked truth about sustainability and start wearing those rigid jeans for many years to come” states Menno van Meurs, Tenue de Nîmes Founder.
As leaders in sustainable fashion, the Nudie Jeans eco cycle (Break-in, Repair, Re-use, Recycle) has long been documented, and the eco cycle is connected directly to the raw denim heritage. The result of the collaboration is an exclusive option in a new straight jeans fit using high-quality Japanese selvage fabric, crafted in one of the best denim factories in Italy. The jeans also come with a guarantee of free lifetime repairs.
“We saw an opportunity to improve and fill a void within our fit-range by introducing a classic regular straight fit that is not too slim nor too relaxed. Gritty Jackson is our take on that. It is our most wearable and versatile fit to date — especially seeing how the jeans trend has shifted from slim to a wider silhouette” explains Martin Gustafsson, Nudie Jeans Head Designer.
Nudie Jeans x Tenue de Nîmes ‘Gritty Jackson’ Dry Ace Selvage released exclusively at tenuedenimes.com and both Tenue de Nîmes stores in Amsterdam, September 2, 2020.