Nudie Jeans Repair in London: the store of the famous Swedish denim brand with an eco-soul. 

Nudie Jeans Repair is a denim brand, which was founded in Sweden in 2001. It has become famous thanks to the techniques of materials extraction and manufacturing, used to produce clothing, thanks to processes, which support  the environmental sustainability and the reuse, but also for the best job quality.

Nudie Jeans Repair uses 100% biological cotton, which is cultivated without artificial fertilizers, pesticides or genetically modified cotton: the aim is to make stronger and more sustainable the ground – where it is possible to cultivate and crop the cotton – as much the products. The cotton is bought from Chetna Organic, a no-governmental Indian association, and it is also certified by Fairtrade, an organization which facilitates the sustainable production and the best salary and environmental conditions for farmers. Since November 2009, the brand is also part of Fair Wear Foundation.

There are many other aspects: Nudie Jeans Repair supports the reuse of jeans. Indeed, it is possible to repair used denim clothes and then sell them as secondhand products. It is also possible to receive a reduction of the new product’s price, repairing the old one. You can repair your product at the store or at home, ordering a free kit of restoration.

This process allows to be in line with the times and change the product, according to the last tendencies and using only a material: denim. All the used and repaired jeans, obtained the Swedish ecological label "Good Environmental Choice".

Stores are big warehouses, wide and illuminated rooms in vintage-style, full of every type of denim clothing. Each part of the store is used for the exposition of Nudie Jeans Repair clothing: the big shelves, the wooden furniture in the middle of the room and the hall stands. The interior design is rustic, because the floor is made by rough wood and the furniture are made by old iron with the rust effect. The reception counter is made by sand and finished wood, colored in blue recalling the same color of jeans.