Following successful retail launches in Gothenburg, London, Los Angeles, Sydney and Osaka, today Nudie Jeans opens its doors of their second Repair Shop in Stockholm, Sweden. Located at Jakobsbergsgatan 11, the shop is the 17th standalone for the Swedish denim brand globally.
The compact 55 sq. m. space marries raw, industrial chords with an organic fluidity, a similar feeling created in Nudie’s hometown Gothenburg, and recently opened London, stores. Verdigris soothing green on the interior walls juxtaposes a starker, more serious Swedish green marble (kolmårdsmarble) exterior façade, while fixtures are black zinc plated steel and stained pine wood. Nudie Jeans’ own orange kaihara selvage denim is a beautiful, innovative, yet wildly original ode to the core fabric which the brand has become internationally recognized for since launch 13 years ago.
Natural, organic notes continue with the utilization of natural copper – a tribute to the original copper bay window frames – used as a backdrop for Nudie Jeans’ signature imagery and hand painted with brand messages. The entire setting, is an progressive, yet conveniently utilitarian, canvas for Nudie Jeans’ organic collections, and forms the ideal creative backdrop for denim repair work. The building itself is a fantastic example of postmodern architecture, constructed in the late 1980s, in a downtown shopping area, Bibliotekstan.
Experienced, knowledgeable, denim specialists are of course on hand to offer their expert advice, and repairs and alterations are offered free as standard. As part of the ‘Repair Reuse! Reduce’ program, well-loved, worn Nudie Jeans can be exchanged for a 20% discount off their next pair. The received pairs are then prepared and sold as second hand and certified with a ‘Good Environmental Choice’ label.
“The most important thing we are doing right now is translating our philosophy into practice. To offer this service, tell our story and really take our responsibility, we open more stores. Stockholm is a great city and in the long term we need more stores there. If you sell many cars, you may also need many workshops,” says Joakim Levin, co-founder of Nudie Jeans.
Since 2001, Nudie Jeans has established itself as one of the world’s most respected denim brands. An uncompromising love for genuine craftsmanship, the company has been praised for its social responsibility and unique concepts for sustainable consumption: Eco-Cycle – which means caring for the entire cycle from wear and repair, to reuse and recycling.
With 100% organic denim, living wages throughout the production chain, and free repairs offered as standard practice, Nudie Jeans pioneering Eco-Cycle concept has been hailed internationally. Most recently, The Guardian hailed Nudie Jeans on sustainable behavior stating, “Nudie appears to be shifting the public gaze towards something akin to responsible consumerism.” The store opened on March 27th, located at Jakobsbergsgatan 11, 111 44 Stockholm
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