Our vision is to become the most sustainable denim company.
Reflections on 2019 and the future.
"We are very proud of what we have accomplished so far, and by continuing our practical approach to sustainability, we will take further steps to maintain our leading position in the denim industry."
Nudie Jeans is all about building a sustainable denim brand and 2019 was an exciting year of progress. We had a very high number of sustainable products in our collections. Besides the continuous improvement in the supply chain, we implemented and intensified the work with our Sustainable Material Tool, our Sourcing strategy and have through the development of several other policies formalized our sustainability work. We put extra focus to our climate work and started to map our emissions according to the Green House Gas Protocol.
/ The Nudie Jeans Sustainability department, Kevin Gelsi, Sustainability Coordinator, Eliina Brinkberg, Environmental Manager and Sandya Lang, Sustainability Manager.
We repaired more Nudie Jeans than ever and with our Mobile Repair Station, we traveled to new destinations to repair our customers´ jeans. We made it possible for more people to hand in their jeans for repairs by extending our service to selected Repair partners, thus strategically expanding our circular business concept. We launched our post-consumer recycled capsule collection, “Re-birth,” with great results – a proud moment of closing the loop.
We marked our 10th year anniversary as members of Fair Wear Foundation which show our longterm focus on social sustainability in the supply chain.
In 2019, we had more opportunities than ever to speak about what we do and to promote sustainable consumption through public speeches worldwide, given by a number of people in the organization.
“Daily work will continue to comprise continuous improvements in the raw material stage, supply chain and for end users by expanding our repair, reuse and recycling program to include more repair partners and shops.”
“Today, sustainability is embedded in many of the daily processes in the company, and it is a key factor in both strategic and operational decision making. We are closing 2019 as one of our best years, proving yet again that our longterm focus on sustainable services makes us a strong competitor on the market, giving us loyal, happy customers and belief in the future. Daily work will continue to comprise continuous improvements in the raw material stage, supply chain and for end users by expanding our repair, reuse and recycling program to include more repair partners and shops.”
/ Joakim Levin
CEO Nudie Jeans
We are very proud of what we have accomplished so far, and by continuing our practical approach to sustainability, we will take further steps to maintain our leading position in the denim industry. In the coming years, focus will be on adapting the business model to future challenges and to take an active part in working towards a more sustainable society.
In the process of finishing this report, the spread of covid-19 are affecting everyone in our business, our staff in our Repair shops, retail partners, suppliers in producing countries and staff at our head office and will have severe consequences on turnover and result for 2020. Besides creating a strategy to get us and our partners though the crisis, we have also started to look at our business core processes to prepare for the new normal that awaits us after the crisis. This include speeding up processes already planned for to happen over the coming years such as smaller but long-lasting collections, only working with selected retailer partners and a global omnichannel solution – which all aligns with our sustainability work. We are confident that we will come out of this more focused than ever on our core business, operating as a small sustainable company on a global level.
Encouragement for Action - In the category Fashion Retail Talks Sustainability for Nudie Jeans Repair Shops.
Good design award - For our circular business model including Repair service, sales of Reuse Jeans and Recycle projects.
Habit award - Denim supplier of the year.
Thanks to the dedication of our users who return their pre-loved jeans to us, and our efforts to close the material loop, we have enabled the recycling of Reuse post-consumer Nudie Jeans and produced a new denim fabric using these fibers, captured in the Rebirth collection.
A book released
Maria Erixon, co-founder of Nudie Jeans released her book about the journey of creating a global brand, passion for denim, and all the people involved along the way.
Mapping our emissions
We started to map all our emissions from our full supply chain in accordance with the Greenhouse Gas Protocol. We will offset all our emissions and in 2020 we will set reduction goals and create an action plan to meet these goals.
We produced 97.7% sustainable products. According to our Sustainable Material Tool we define a garment or accessory as sustainable when it contains at least 70% sustainable fibers.
Celebrating 10 years membership...
...in Fair Wear Foundation. We were ranked Leaders for the 6th consecutive year.
We extended the payment of living wages to employees throughout the manufacturing chain, from spinning, dyeing and knitting to the garment manufacturing phases, including printing and laundry, for our T-shirt, sweatshirt and underwear production in India.
100% organic cotton
We are proud to say that we only work with organic cotton. 2019 was the second full year in which we used only certified organic cotton for all our cotton products.
Repaired and collected jeans
We repaired 63,281 pairs of jeans and collected 11,573 pairs. This means we saved 50,000 kilos of textile waste just by repairing jeans – an amount that would require 441,000 tons of water in new production.
In 2019, overall, our Repair locations repaired a total of 63,281 pairs of jeans, which is 8,108 more than in 2018, an increase of 15%.