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Sweden-based organic denim brand Nudie works on discarded jeans

Organic cotton denim brand Nudie Jeans has a program that repairs unwanted jeans and sells them through Nudie’s website and repair shops around the world. Nudie, based in Sweden, incentivizes customers to bring in their used jeans in exchange for a 20 per cent discount on a new pair of jeans. The garments are then repaired by hand in Nudie’s repair shop 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.

The program, which is in its third year, underscores the 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 repaired 55,173 pairs of jeans and collected more than 10,000 pairs of jeans for the re-use program.

The brand has begun to use fabric from old Nudie jeans to make new products like bucket hats. The company also began to sell its old stock through an online agency that resells dead stock, allowing other denim brands and designers to repurpose the fabric.