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