“We love jeans, a passion we share with everyone who mourns a pair of worn out jeans as a close friend.” - Nudie Jeans
Nudie Jeans doesn't just create clothing, it creates stories. They want you to wear your raw denim so well that every adventure shows in the unique creases and frays of your lifestyle. This new pair of pants is not just a fashion choice, it is a statement. It says I stand for quality, for sustainability, and for history, just like Nudie Jeans.
One glance at their website and it is obvious that Nudie Jeans is with you for the full life-cycle of your new purchase. They walk you through every stage: Break-In, Repair, Reuse, Recycle.
Those who are new to the wonders of raw denim may be especially curious about the break-in stage. Raw denim, also known as dry denim, makes it to your hands without treatment or pre-washes. When you put on a new pair, your body shape and movements are the first things to tell this garment how it should move, how it should wrinkle, where it will fade. This takes time, patience, and an embargo on the washing machine. When you are used to throwing your jeans in the wash after almost every use (gasp!), this might take some getting used to. Nudie Jeans recommends waiting six months of wear before dousing your indigo cotton in the wash bucket. If they get a little too ripe in that time, a damp cloth rub and an air out could be in order.
For when those knees get scuffed, or pockets torn, they offer repairs for free at any store and will send you a free repair kit complete with thread and patches so you can DIY and give your cherished trousers new life. Nudie Jeans has all kinds of ideas for what to do with a pair that you have tired of, well beyond just cutting off the legs for stylish summer shorts. Tote a pair to their stores in London, Goteborg, or Stockholm, and you will receive 20% off your next pair, and your old friend will be washed, patched, and put back in stores as second-hand articles, earning them the Swedish “Good Environmental Choice” eco label. It would seem that denim is the fabric that doesn't die, and when a treasured pair is more patchwork quilt than designer jean, it can be traded in and broken down into raw fibers, or become a stylish new home décor piece, like Nudie Jeans' hand-woven rag rugs.
Your new denim will be like your second skin, and Nudie Jeans wants you to fit in your jeans as comfortably as you would your favourite club in high school. From the Tight Long John to the Straight Alf, they have a detailed online guide complete with 360 degree views of every fit they carry. Their fit guide is not gender specific, making all their styles, no matter the color or fit appropriate, for both women and men.
Click to shop Nudie Jeans online at Thrive Lifestyle
Despite the struggle it took to re-vamp their processes, Nudie Jeans reached their long time goal of producing using 100% organic cotton in 2012. This means that all their cotton is grown without the use of toxic pesticides that are tough on our environment. This is safer for the workers who harvest the cotton, more sustainable for our planet, and is said to be softer on our skin.
Nudie Jeans has been a member of the Fair Wear Foundation since 2009. This international not-for-profit organization works together with their members to improve the working conditions in the textile industry and help eliminate sweatshops. Each member must adhere to a Code of Labour Practice within their entire supply chain. This means implementing regular audits and updates of production facilities, and requiring partners to comply with their standards for working conditions.
Although Nudie Jeans does not own the factories in which their products are constructed, they have representatives visit often and create corrective action plans when necessary to ensure a safe, fair, and ethical working environment.
Raw denim products are their big focus, but in their line is also an array of jackets, sweaters, tops, and accessories, who also boast the same eco-friendly and sustainable production practices. At Thrive, we carry a number of their raw-denim jean styles, as well as some of their pre-washed options, tees, and accessories.
Nudie Jeans shop in Brisbane, Australia.
Your Nudie Jean purchase is the first step towards a love affair you can be proud of, and one that will make you look twice when you pass any reflective surface. So when someone checks out your denim-clad posterior on the street, be sure to let them know it is all organic, fair-trade, and made for life!
Visit our online shop or come and see us in store to view the latest Nudie styles we have in stock!