Danali, New Repair Partner
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Winnipeg — the “Gateway to the West” — also happens to be one of the sunniest spots in Canada. And if you’ve ever visited our friends at Danali then you’ve witnessed those rays of sunshine first hand.
Danali has been with Nudie Jeans pretty much since the very beginning. We’re proud to welcome them as our new Official Repair Partner in Winnipeg, Canada!
Nestled in the south of sunny Manitoba, Canada, Winnipeg is known as the “Gateway to the West.” We'd like to think that's similar to our hometown Göteborg, on the west coast of Sweden. Much like where the two rivers meet at The Forks, we’re coming together to introduce Danali as Nudie Jeans’ first repair partner in Canada.
Danali, a staple in the community since 1979, has carried Nudie Jeans since 2002. A family owned and operated boutique, Aubrey and Jessie lead a team that truly feels like family to Winnipeg.
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Aubrey and Jessie Margolis — the father–daughter duo behind Danali, blending decades of retail know-how with a shared love for well-made denim and thoughtful style.
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Meet Jon: The all knowing denim guru of Winnipeg. He embodies a passion and love for the storytelling denim provides. From the craft to the most intricate details, Jon understands what creating tomorrow’s vintage is all about.
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What does denim mean to you, both personally and as a family-run business?
Aubrey:
I wear my jeans everyday. Usually the same pair for months to years at a time, breaking them in before getting a new one. There's nothing quite like denim that shows your personal activity and wear. Denim has the ability to tell a story in itself, unlike any other fabric.
Jessie:
I think denim has been the backbone of Danali for as long as I can remember. It's what we've become best known for - someone coming in to buy their first pair of premium denim - and then wearing that same pair into our store years later to show them off. It's a personal journey and a form of expression and I love that.
What made you connect with Nudie Jeans early on — and what keeps that connection strong?
Aubrey:
Nudie Jeans was the first raw denim brand we ever saw. It was presented as a collection that stood apart from other denim brands and I knew we wanted to be a part of it. I was buying with Jon at the time and he understood it right away. He was immediately so excited about it, it made me excited about it. Since we started carrying the brand, we've developed a local community of Nudie fans ourselves. Nudie customers stay loyal to Nudie, and keep coming back for another pair.
Jessie:
I thought Nudie was the coolest brand, when I was finally old enough to start shopping at Danali myself. I remember my first pair of raw denim were the Tape Ted and I thought they were the coolest jeans ever. I liked how easy they are to identify, it seemed like all the people you'd want to meet were wearing them. A good way to connect, or conversation starter I guess. And we always knew they were from Danali. Now I love Nudie Jeans for their more androgynous, unisex fits and the sustainability-forward lifestyle it represents.
As a father–daughter duo, how do your perspectives on style, craftsmanship, and retail complement each other?
Aubrey:
My daily uniform consists of my Nudie Jeans Lean Dean Japanese Selvedge Denim, along with a simple plain tee. That's just who I am - but that speaks volumes to the craftsmanship behind these products. I want something I can wear over and over again that just looks better with time. I'm in awe of my daughter's ability to more creatively style herself and those around her. My retail perspective is based on a long history of brick and mortar, and offering a customer experience to everyone who walks in, regardless of if they are buying something or not, that is second to none. To me, it is all about making someone's day better. That's what I'm best at.
Jessie:
I think we make a very good team. My dad's experience has proven to be solid and safe, where I will sometimes push the boundaries but in a way that still works. We carefully choose which brands we represent, and focus on the relationships that are cultivated with the people behind them. We've been doing this together for almost 15 years, and I think we just naturally trust that, at this point, we'll each do what we are best at. I'm in that mindset where I'm focused on growth and new opportunities within and under the Danali brand. I just recently launched our consignment shop - AD which stands for After Danali, but also maybe Aubrey's Daughter ;) - and I am not stopping here!
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Free repairs for life is a core part of what we offer with every pair of Nudie Jeans. But we know that sometimes a Repair Shop isn’t around the corner. To make free repairs more accessible, we’ve partnered with Danali — one of Canada’s most experienced independent denim shops — now an official Nudie Jeans Repair Partner.
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“Nothing wears in like raw denim. If you can repair your jeans rather than throw them away, you’re creating tomorrow’s vintage.”
Winnipeg has a long history of repair, reuse, and reinvention. How does that spirit show up in your day-to-day work at Danali?
Aubrey:
2026 will be my 40th year as the owner of Danali. During this time, we've had to adapt and reinvent ourselves in many ways. When the location wasn't optimal, I moved locations. When I had countless requests to bring in womenswear too, I brought in womenswear. Repair, reuse, and reinvention makes us who we are - and I'm so happy I took those chances and leaps when I did. Most recently (and where I'm probably now least helpful) is with technology, social media and starting our online shop. I'm blessed to have Jessie here who is able to stay on top of these things and help move us forward. I hope that we are forever moving forward.
Jessie:
I think especially in today's world is it crucial to stay on top of what's happening while continuing to build the brand narrative. We have a long history, but we are such a different store today from when we started. I am constantly finding new ways to challenge ourselves and do things differently to educate our community on who we are now - and where we're going in the future.
Why is offering repairs — and now becoming an official Nudie Jeans Repair Partner — meaningful for you and the local community?
Aubrey:
We were patching jeans anyways but being able to offer the service in house is next level. Becoming an official Nudie Jeans Repair Partner means we can offer the service on Nudie Jeans for free, which further highlights our mutual ethos of sustainability and quality over quantity. Our raw denim community loves wearing in their jeans until they "can't anymore" - this gives them a little longer before offering them up to the trade-in program, which we also love!
Jessie:
We strongly believe in the longevity of what one wears and in ways to reduce overconsumption. If you can repair your jeans, rather than throwing them into the landfill, not only are you positively impacting the environment, but you are also "creating tomorrow's vintage." Love that little slogan.
Do you remember the first pair of jeans you ever truly “lived in”? What made them special?
Aubrey:
I love the idea of wearing a favorite pair of jeans everyday and watching/feeling the process of them becoming more and more comfortable and fitted to your lifestyle. Nothing wears in like raw denim. My first pair was a Lean Dean Selvedge and my most recent purchase was a Lean Dean Selvedge. Some things never change ;)
Jessie:
My first raw pair of jeans were the Fearless Freddie in Dry Selvedge, probably about 10 years ago. It's not like me to wear the same jeans every day, but I remember making a point of trying to break them in, and to build some of my own wear patterns. I probably wore them pretty regularly for about 6 months and they did end up looking pretty cool.
For more about our Official Repair Partner Danali check out danali.ca and make sure to follow their frequent social media posts on denim knowledge and more right here.