A while ago we started to build a new, parallel track, called Nudie Jeans Re-use.
It runs beside our main line, and is essentially about worn pairs of Nudie Jeans denim getting cleaned and repaired, and thus given a new life.
When you throw a piece of clothing away it’s not only the actual garment that you discard, a significant amount of water and energy is lost as well.
While pre-washed denim often replicates a true break-in story, the Re-use concept holds the original narrative. These are one-of-a-kind jeans.
And for those of you who are just interested in getting a great pair of faded jeans, the difference is only the way they acquired their look.
When a pair of jeans gets into the Re-use loop it’s both the person handing in the jeans and the one who buys them who helps economize on natural resources. Reusing instead of producing means substantial savings for the environment.
And it’s beneficial for your finances as well.
Handing in your worn jeans gets you 20% off a new pair. Copping a pair of cleaned and repaired pre-worn jeans will save you money compared to buying a brand-new pair.
Our Re-use denim is labeled with the Swedish ”Good Environmental Choice” ecolabel.
We are facing climate crisis. That’s a fact. It’s also true that natural resources are finite and that we use them like they’re not. When you re-use a product instead of waste it to make room for new stuff, you save water, energy and raw materials, and you prevent functional things from ending up at landfills.
Water runs in an endless loop. We consume it, it evaporates and then it falls back on us in the form of rain. So why should you conserve? Water is not always returned to the same spot, or in the same quantity and quality. In warmer climates where cotton thrives, imbalance in the water cycle causes droughts and water shortages.
The manufacturing of any product consumes a lot of energy. In the denim business there are machines for preparing the cotton, the spinning of threads, dyeing, cutting and sewing. Then some kind of transportation is needed to get the product to your door or your favorite shop. So, when you throw a piece of clothing away it’s not only the actual garment that you discard, a significant amount of water and energy is lost as well.
If we see Re-use denim as a new product it has in comparison a close to zero energy comsumption, typically one home wash plus a few minutes on the sewing machine. And as our Repair Shop’s supply consists of worn jeans from the neighborhood, the transportation part consists more or less of a bus ride into town.
If we learn to redefine that word ”new” from ”not used by anyone” to ”not used by me” we will consequently save a lot of natural resources.