Demonstrating the robustness of its circular strategy and business model despite challenges faced by the industry, Nudie Jeans released its 2024 Sustainability Report offering insights into the management of materials, production and products by the company manages its materials, production, and products.
As per this report, Nudie Jeans AB’ sales increased by 6 per cent to SEK 511 million in 2024. The brand’s revenue from its direct channels, including e-commerce and retail stores, grew by 12 per cent, making up 66 per cent of total net revenue. Although wholesale revenue decreased by 6 per cent during the year, Nudie says, it anticipates ‘modest growth’ in this channel in 2025, followed by a stronger increase thereafter.
Europe continues to be the brand's largest market, accounting for 61.7 per cent of sales. It is followed by Australia (17.9 per cent), North America (12.8 per cent), and Asia (7.6 per cent) representing the remaining sales regions.
Circular business models contributed 1 per cent of the company's total revenue. This figure includes sales of used jeans and products made from recycled post-consumer Nudie Jeans fiber sourced through the brand's Re-use program. In 2024, the brand sold 3,513 pairs of pre-owned jeans. It remains committed to using organic cotton in its production. Organic and/or Fairtrade and recycled cotton accounted for 93 per cent of the brand's total fiber usage last year.
However, the brand also explores new fabrics and fibers with suppliers to lessen the negative impact on climate and nature is an ongoing part of its design process.
Most of the cotton used by the brand to produce its denims is sourced from two suppliers; Akasya and Egecot in Aegean, Turkey. Both companies partner with farmers who cultivate cotton under certified organic standards and, more recently, regenerative organic practices. This collaboration has enabled Nudie to introduce regenerative organic cotton in select styles.
In 2024, the brand finalized the development of its first garments made from regenerative organic cotton. More styles featuring regenerative organic cotton are planned for future collections.
During the year, Nudie produced fewer denim fabrics using recycled cotton, but it plans to increase production in this area in 2025.
The brand utilized approximately 6,000 pairs of ‘second choice’ jeans – those with manufacturing defects –to create new denim fabrics. These garments were mechanically recycled by Nudie's Tunisian suppliers, Denim Authority and Swift Denim.
The repair program continues to be a key focus. Nudie ended 2024 with 33 repair shops across 20 cities and 15 repair partners in 14 cities. Repair partners contributed more than 10 percent of the yearly total repair volume.
From 73, 368 pairs in 2023, the number of jeans repaired by Nudie decreased to 68,342 pairs in 2024. Nevertheless, the brand aims to expand its overall circular business model with new external partnerships and funding from the Swedish Energy Agency.
