The Essence of Nudie Jeans


Building a sustainable and innovative denim brand is what Nudie Jeans is all about, and 2018 was an exciting year with loads of progress. We had over 98% sustainable garments in our collections, the highest number to date. We have made it possible for more people to buy our most sustainable product – Re-use jeans. We did this by launching Re-use Online and incorporating Re-use to our online shop. We repaired more Nudie Jeans than ever in 2018 and with our Mobile Repair Station we have traveled to new destinations all over the globe to repair our customers’ jeans.

Our vision is to become the most sustainable denim company.

In 2018, we replaced our leather patch with a patch made from paper (on all our denim), marking yet another important step in our sustainability work. We also focused much of our communication on sustainability, with the campaign Get the Balance Right, to deliver the message about our organic cotton, living wages and repair and Re-use activities.

We believe in communicating by doing and letting our products carry the sustainability message. We also value the opportunity to educate our customers by promoting sustainable consumption patterns.

We created our own sustainable material tool to further clarify how we define sustainable materials. Our sourcing strategy has become even more firmly rooted, which helps us tackle future challenges, while staying true to Nudie Jeans’ core values, with concern for human rights, development, security and anticorruption. Following this direction gives us a good chance to incorporate sustainability in all aspects of our products in our daily operations.

Being part of an industry with such a high use of natural resources, we must acknowledge our role and focus our efforts on high-risk impact areas, which for us are cotton growing and wet processing.

What’s Next?
We are extremely proud of what we have accomplished so far, and by continuing our practical approach to sustainability, we will take further steps toward a leading position in the fashion and denim industry.

In the coming years, in addition to our existing sustainability work, we will take action to map, reduce and compensate for our carbon emissions with the goal of becoming carbon neutral for our full supply chain by 2025.

You can now read/download the Nudie Jeans 2018 Sustainability Report.

Update: here is the 2021 Sustainability Report.

Joakim Levin, CEO
Sandya Lang, Sustainability Manager
Eliina Brinkberg, Environmental Manager