Rip and repair: Denim brand opens recycling store

15 : 05 : 2013 Organic : More Sustainable : Return Worn Out

London – Swedish denim brand Nudie Jeans has opened a concept store that encourages customers to bring their old jeans back for repair.

LS:N Global first reported on Nudie’s retail design concept for the Global Repair Station at last year’s Bread & Butter trade show, where sales and marketing director Andreas Åhrman said customers had responded well to the brand’s marketing initiative that invited them to return their worn-out, ripped and ‘too-old’ jeans in exchange for a new pair. ‘As a brand we strive for healthier and more sustainable consumption patterns,’ said Åhrman.

The return and recycle initiative represents Nudie’s sustainable qualities, and the brand’s wish to create a 100% organic denim product in its 10th anniversary year. 

Highlighting the brand’s premium organic denim ranges alongside the first global repair location, the London store features a raw and rustic vintage furniture interior. 

Brands are increasingly encouraging customers to interact in more transparent and personalised ways. For more, read our Boutique BYO microtrend.

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