Fashion has a moral conscience that we’re all obliged to think about and there is no brand that has embraced this more than Nudie Jeans. Firstly there’s the Nudie Jeans Repair Shop, the original London branch is in Soho but they’ve recently opened a second branch on Redchurch Street, for all you East London denim lovers. The deal is that when your jeans begin to fall apart you can take them to the Repair Shop and they will use their expertise to repair them for free. It might sound like a flawed business model but Nudie Jeans are more concerned with reducing the waste created by people throwing out jeans that could be repaired than they are with fast fashion and making an easy buck. It’s a commendable and audacious brand ethos.
You can also track each garments history through the Nudie Jeans site as part of their transparency policy. Information is displayed on the website, when you click on the product you receive information about the production localities, where it was made, how many people who work in the factory as well as much more information that will allay ant fears you have. Can you say that about any other denim brand? Actually can you say that about any other brand at all?