Nudie Jeans endeavors to take responsibility from the raw material to the end of life of the product.
Nudie Jeans is characterized by timeless design. We want to create timeless and seasonless garments, clothes you want to wear every day and keep over time, garments that last, and garments that can live through repairs. Long before circularity became a buzzword, we focused on longevity and knew that garments you love – you keep. We believe that denim is a material that grows more beautiful with time. Starting with a pair of dry denim and wearing them every day will produce the most beautiful and personal wear and tear and the jeans will tell the story of the life you spent wearing them.
94% of all the fibers used in our garments is cotton and we are proud to say that we only work with Organic, Fairtrade or Recycled cotton, as the largest environmental impact of our products is from growing the raw material. The first goal was reached in 2012 when all our denim was made in organic cotton and the journey has continued since. In 2017, we reached the same goal for the rest of our product groups.
Exploring new sustainable fabrics and fibers is also part of the design process at Nudie Jeans - working closely with our fabric suppliers, adapting new developments, and keeping track of new technologies. In 2019 we included more recycled fibers in our collection and thereby decreased our environmental impact. We define a garment or an accessory as sustainable when it contains at least 70% sustainable fibers defined in our material tool.
Nudie Jeans Material Tool
Although organic cotton is the main material we work with, we strive to use other sustainable materials for non-denim products. In 2018, we created the Nudie Jeans Material Tool with the aim of guiding our designers and product developers to achieve Nudie Jeans goal to work with 100% sustainable materials.
We have created Nudie Jeans Material Tool, based on Made By’s Environmental Benchmark for Fibers and the Higg Materials Sustainability Index (MSI), to guide our designers and product developers to achieve Nudie Jeans goal to work with 100% sustainable materials. The Nudie Jeans Material Tool has three categories of sustainable fibers, all of which are defined as Sustainable by Nudie Jeans. By sorting them as seen in the Material Tool, we want to highlight the most sustainable and circular fibers, with the aim of pushing our development further and challenging the industry to scrutinize the definition and use of sustainable fibers.
To complement the Sustainable categories, there is a Non-Sustainable category for fibers that may be used for Nudie Jeans products, that are not defined as Sustainable, and a Do Not Use category for fibers that should not be used in Nudie Jeans products at all.
Organic cotton vs. BCI
We do not classify BCI cotton as a sustainable fiber as it is neither organic nor traceable. We recognize the need for a scheme to support the change from conventional farming by promoting better practices, but we do not think we can stop there. We have higher ambitions and will not use BCI cotton when we can use organic cotton.
Material Change Index
Nudie Jeans participate in the Textile Exchange’s Material Change Index which is the largest peer-to-peer comparison initiative in the textile industry. It tracks the apparel, footwear, and home textile sector’s progress toward more sustainable materials sourcing, as well as alignment with global efforts like the SDGs and the transition to a circular economy.
We are ranked as leaders and are proud to demonstrate our transparency and commitment to source sustainable materials.
Working with certified raw materials is enormously important to us at Nudie Jeans. The organic cotton used for our products is certified in accordance with the strictest and most well-known standards for organic agriculture. All cotton sourced in India through Chetna Organic is both Fairtrade and organic certified.
With new materials entering Nudie Jeans’ production range, we are also increasing the range of standards our fibers are produced according to. For all our human-made cellulosic textiles such as TENCEL™, certifications for sustainable forest management are applied, while for recycled yarns, we endeavor to use well-known recycled standards.
In 2020, we became a GOTS-certified brand, which means we can sell GOTS-certified products. Communicating GOTS at the product level ensures that the full production process is in accordance with GOTS criteria. The first GOTS products were launched in late 2020 in our online shop, and we aim to develop more GOTS-certified products in the future, together with the many GOTS-certified suppliers in our supply chain. In the upcoming years, we face the challenge of getting our supply chains fully certified, which is a requirement for certifying the end products. The prerequisite for creating more GOTS-certified products is, of course, using more GOTS-certified fabrics. In 2021, our share of GOTS-certified fabrics decreased slightly which is because of an increased number of new, non-certified fabrics. 45% of all of our denim fabrics were GOTS-certified in 2021, compared to 50% in 2020.
Due to our warehouse and distribution set-up, in which we work with a few distributors and warehouses that are not yet GOTS certified, we have not worked with physical labels in our GOTS-certified garments, as all B2B units, including our distribution, must be certified to do so. Instead, we have only communicated GOTS digitally on the product card in our online shop, as all online orders go through our certified warehouse in Sweden.
In 2020, GOTS detected fraudulent use of GOTS-certificates for organic cotton which led to an investigation of many GOTS-certified raw material suppliers, and several suppliers lost their GOTS certification. We can confirm that none of our suppliers were involved, and we appreciate the fact that the fraud was revealed, as the integrity of organic cotton must be secured.
New logo requirements from GOTS
In the beginning of 2022, new logo requirements from the GOTS standard came into effect, which require all garments sold as GOTS to carry a physical label. Due to this requirement in combination with our distribution chain, which is not fully certified, we cannot sell our garments as GOTS after April 2022, even though the production of the products has followed all GOTS standard requirements.
As we move toward global distribution with a free flow of products, where local hubs and distributors will decrease transports and its emissions, we hope the standard will adjust to more flexible and innovative distribution set-ups and that we will have the possibility to communicate and sell our products which are made according to the GOTS standard as GOTS certified again. We still think that the GOTS standard is one of the strictest chemical management standards in the textile industry today and we will continue to work toward increasing the number of GOTS-certified suppliers in our supply chain.