Consciously pushing its credentials as a brand concerned with ethical consumption, Swedish denim brand Nudie Jeans has debuted its first Repair Station for worn denim at its new London concept store.
Hot on the heels of iconic London department store Selfridges unveiling the world’s largest denim emporium, Nudie’s 100 sq m Soho space – which opened its doors in June 2013 – offers a complimentary mending, cleaning and alterations service, carried out by experienced ‘Denim Specialists’. The store also offers a 20% discount on new purchases when old pairs of jeans are returned.
Designed by Nudie Jeans’ creative director Maria Erixon, the store’s rough-and-ready aesthetic – replete with rough plastering, industrial metal shelving and hooks to hang merchandise from – was inspired by a Gothenburg food market.
This is the latest drive towards more sustainable fashion by the brand, which previously saw it release a range of limited-edition rugs made from strips of denim recycled from the label’s own jeans. See Stylus’ coverage of H&M’s Global Recycling Scheme and Renting Fashion: Mud Jeans Denim Rental for other retail initiatives combatting ‘fast fashion’ wastage.