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Nudie Jeans Drops Repaired Capsule Collection with Browns

Rivet’s 2021 winter issue has dropped! This in-depth issue examines the steps the global denim industry is taking to minimize its impact on the environment, from implementing zero waste production and design processes to establishing greenhouse gas emissions goals aligned with the Paris Agreement.

A new capsule collection from Nudie Jeans shows that a reworked pair of jeans can be even better than the original.

This month, multi-brand luxury boutique Browns debuted an exclusive collection of repaired jeans produced by the sustainable denim brand’s cofounder Maria Erixon Levin.

The limited-edition “Re-Worked—Handmade by Maria Erixon Levin” range consists of 16 upcycled selvedge pieces with exposed indigo patchwork that transforms jeans into a piece of art. Erixon Levin said that keeping the repair element visible throughout the collection was intentional.

“Things you thought lost forever—there’s something beautiful in mending them—improving them, making the imperfections part of something new,” she said.

Influenced by the growing ’70s denim trend and the pandemic-fueled DIY craze, patchwork denim has become a main element in today’s jeans. As recently as last week, retail analytics platform StyleSage confirmed patchwork’s takeover, stating that the style remains popular alongside colorblocking and printed denim.

Nudie Jeans, which produces all of its jeans using certified organic cotton, offers free denim mending for life. Its repair program has gained traction over the years as consumers grow more intentional about extending their jeans’ lifetime. In 2020 alone, it repaired over 45,900 pairs of jeans, which translated to 321,324 tons of water saved.

In addition to continuing its repair services, the brand is increasing efforts in circularity. In December 2020, Nudie teamed with United Nations Industrial Development Organization (UNIDO) as part of the EU-funded circular accelerator, SwitchMed, on a two-phase pilot project to test the denim recycling process at scale. It started by combining 8,000 pairs of second-choice jeans with virgin denim material to make 20,000 meters of new fabric in phase one. Phase two involves developing a post-industrial denim recycling program with Tunisian designers to further circularity efforts. The project is expected to produce 15,000 pairs of new jeans.

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The Re-Worked—Handmade by Maria Erixon Levin capsule collection is now available exclusively at Browns’ Shoreditch boutique, Browns East. The immersive London shop offers personal shopping, a nail bar and tech-enabled styling suites.