Nudie Jeans knows how to make old jeans look and feel as good as new.
The organic cotton denim brand will release Wednesday its sixth edition of Re-use jeans, a program that repairs unwanted jeans and sells them through Nudie’s website and Repair Shops around the world.
Nudie incentivizes customers to bring in their used jeans in exchange for a 20 percent discount on a new pair of jeans. The garments are then repaired by hand in Nudie’s Repair Shop in Gothenburg, Sweden and washed and ready to wear. Each Re-used jean is labeled with the Swedish “Good Environmental Choice” eco mark.
The new collection offers many of the brand’s best-selling fits, including the Steady Eddie, Grim Tim and Lean Dean. Jeans retail for $79-$179.
The Re-use program, which is in its third year, underscores the Swedish brand’s mission to encourage consumers to care for and repair the jeans they own.
Each pair of Nudie Jeans comes with a lifetime of free repairs. In 2018, Nudie reports that it repaired 55,173 pairs of jeans and collected more than 10,000 pairs of jeans for the Re-use program. The brand estimates that has saved 44,000 kg of clothes from being thrown away and 386,000,000 liters of water.
Last fall, the brand began to use fabric from old Nudie jeans to make new products like bucket hats. Nudie reports that it used 23 kg of reused denim to make the hats. The company also began to sell its old stock through Rekotex, an online agency that resells deadstock, allowing other denim brands and designers to repurpose the fabric.