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THE NAKED TRUTH ABOUT DENIM: Nudie loves jeans, a passion shared with everyone who mourns a pair of worn out jeans as a close friend. Jeans share the same soul and attitude as music. The inspiration springs from the same dreams. Besides denim, only leather has the ability to age so beautifully formed by its user into a second skin. Your jeans live your lifestyle. The longer you wear them, the more character and attitude they get.
Nudie Jeans does not envisage a trade-off between profit and people, or between manufacture and environmental responsibility. These issues are major factors in their choice of suppliers. As with most other clothing brands, Nudie don't own the factories in which their clothing is made. However, together with the garment factories they collaborate with, Nudie bears the responsibility to provide a safe, fair and ethical working environment for all the people who are involved in the manufacture of their clothes.
Nudie works together with only a handful of partners, all of whom are required to comply with their code of conduct. Membership of Fair Wear Foundation is a key element ensuring that everyone across the production chain works under fair conditions.
REPAIRING AND REUSING
Even though Nudie Jeans are made of tightly woven cotton twill and originally made as a durable garment for workers, they won't last forever.
Jeans are often worn more frequently than other types of pants and consequently they also wear out quicker. If you wear your jeans low, hanging on the hip, the fabric and the thick seams in the crotch will rub against each other. The friction will eventually break the fabric. This is more common on tighter fits than on loose. As we are all different we also wear and tear our jeans differently. All pre-washed and pre-treated denims have a shorter lifetime compared to dry denim, as the cotton fibres are softer and thinner after treatments. However, extending the life of your favourite pair is a fairly easy task.
When a pair of jeans is worn out you can use them to make patches to extend the life of antoher pair of jeans. Or to make something completely different, a bag, shorts - use your imagination.
IF YOU FEEL LIKE breaking up with that old favorite pair of yours, hand them in at a Nudie Denim store in London, Göteborg or Stockholm or Modacycle. These used and and repaired jeans have achieved the Swedish "Good Environmental Choice" eco label. Nudie Jeans is also involved in collaborations with designers and other creatives under the "Denim Maniacs to give worn-out jeans a second life.