StyleBlazer Man: Nudie Jeans Sets Sights On 100 Percent Transparency

Photo: Nudie Jeans

Last week we brought you the news of Bottega Venetta’s platinum LEED certified new HQ and the company’s mission to do right by the environment, and this week we’re happy to report another fashion company that is going through great measures to be responsible: Nudie Jeans, a Swedish denim company. While Nudie jeans might sound like a joke of a company peddling barely-there denim to lascivious creeps, it’s actually one of the most promising clothing companies–at least ethically speaking–that we’ve come across in some time.

Like the name suggests, Nudie Jeans does, in fact, make great jeans, but what’s special about them is the ethical concerns that have been part of their brand’s DNA since the beginning (more than a decade ago). The company uses 100 percent organic materials to make their products, ensures safe and fair working environments in the factories that produce their goods, and their next goal is to become 100 percent transparent, reports The Guardian. (With their production guide web tool, they’re well on their way.)

In that same Guardian interview, Nudie CEO Palle Stenberg stated that in terms of the brand, “Those ethics have always been part of us … The look and the fit is important – otherwise nobody buys them. But the social responsibility and taking care of nature was also there from day one.”

Another cool aspect of Nudie Jeans is the company’s seemingly counter-effective concentration on denim recycling. They make it a point to tell customers how to keep and maintain the same pair of jeans for years. They’ve even got a cycle for it: break in, repair, reuse, recycle. If you wear your jeans to death, the company even offers to repair them for free (if you happen to live near one of their stores and come in, that is). That dedication to craftsmanship and customer service is almost unheard of in the industry, and it really adds a meaningful personal touch to the brand, an aspect that’s lacking in some of the bigger names in denim.

Nudie seems like the kind of company that’s pulling all the right strings to ensure a successful future. Young consumers today are concerned with the environment and sustainability and safety; they don’t just want to look good, they want to feel good about what they’re wearing. A hip company that is up front about their business practices and makes a fantastic-looking product, to boot? Yeah, they’re gonna be just fine.

See below to check out some of our favorite styles and get to know more about Nudie on their website.

PS: The jury is still out on what Nudie means in Swedish…

Perry Jean Jacket, $299