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