Nudie Jeans Launches the Ultra-limited Re-use Gold Selvage Denim Capsule

Gothenburg, Sweden - November 26, 2024 - Swedish denim brand Nudie Jeans announces the launch of its ultra-limited Re-use Gold capsule collection, essentially tomorrow's vintage today. This marks a significant step forward in Nudie Jeans' ongoing mission to create a more sustainable fashion industry by emphasizing the importance of reusing over recycling.

On Friday, November 29th, Nudie Jeans will release the highly anticipated Re-use Gold capsule, featuring 10 pairs of unisex selvage denim jeans. These exclusive jeans, each with a unique history, showcase the true essence of Nudie Jeans' manifesto: Create Tomorrow's Vintage.

All pairs in the collection once started off as dry denim from 2009-2022. Now, a pair of worn, torn, and repaired Nudie Jeans gains in value. Emotionally, each rip and patch tells a story, making the jeans a canvas of personal history. The act of repairing them deepens the connection, turning them into more than just clothing-they become a part of your identity. In a world of disposability, these jeans symbolize durability, sustainability, and authentic personal expression.
The idea of Nudie Jeans was born out of the founders' love for that great vintage look in a second-hand store in Gothenburg called Moms, and out of frustration at how hard it was to find.

The Re-use Gold collection stands out as the most rare and beautiful examples of pre-loved denim, with each pair displaying the distinctive fades and repairs that tell the story of its past owner. Each pair will come with a higher price tag than a brand new pair of Nudie Jeans selvage.

"There's a big difference between true vintage and second-hand," says founder and CEO Joakim Levin. "When you come across the items in Re-use Gold, you really have struck gold. Just consider the working hours, from the wearer and the repairs made, alongside the provenance that comes with each piece. To us, that is priceless."

A Conscious Choice with a Unique Twist
Re-use Gold jeans are more than just a fashion statement; they represent a conscious choice that helps cut waste and energy use. By repurposing and restoring pre-loved denim, Nudie Jeans offers consumers a one-of-a-kind product that combines sustainability with individuality. This initiative not only provides customers with unique jeans but also encourages more people to make environmentally conscious choices.

Innovative Trade-In Program
Used, pre-owned, vintage, handed down, second hand, third hand, fourth hand, and so on. Dear child has many names until it gets out of hand. But Nudie Jeans calls it Re-use, the brand's ongoing collaboration with their consumers. From a life cycle perspective, prolonging the life of a garment always comes first. It can easily be done with repairs to stretch the use of it, by reselling it, or giving it an elevated and updated look with a touch of redesign. In the next stage, reusing the fabric to create something else, making patches for repairs, or shredding it into recycled material for new products, are additional solutions to keep the loop closed.

This is how the brand tweaks the system and bends the safety pin just enough to secure it some more. The Re-use program has been in place for several years, fuelled by the brand's innovative trade-in discount. Customers can trade in their old Nudie Jeans for a 20% discount on a new pair. These traded-in jeans are then repaired and sold through the Re-use program, ready to become a new customer's favorite pair of jeans, promoting a circular economy and extending the life of each garment.

A Vision for a Sustainable Future
CEO Joakim Levin sees the immense potential in
Re-use Gold. "Our purpose is to create tomorrow's vintage, but one day we woke up and realized in some ways we're already there. The Re-use Gold collection is more than just clothing; it's a conscious choice, a piece of history, and a symbol of our ongoing mission to promote reuse over recycling."

Proven Impact
Through its Repair Shops and Re-use program, Nudie Jeans has already made a significant impact. Together with their customers, the brand repaired over 73,000 pairs of used denim last year. This approach not only reduces waste but also provides a sustainable business model that other companies can aspire to. The Re-use Gold capsule collection represents another step towards closing the loop and prolonging the life of each pair of jeans produced.

This is the first instalment of the Re-use Gold collection and will be available online and in-store at the Paddington Repair Shop, Sydney, only.

Media Pack: https://tinyurl.com/4twrh5k4

Nudie Jeans Co.
Västra Hamngatan 6
411 17 Gothenburg
Sweden

Media Contact:
Bettina Krohn
bettina.krohn@nudiejeans.com

Nudie Jeans kicked off in Gothenburg in 2001, fueled by a love for dry denim, vintage, punk music, and snus. From day one, founders Maria Erixon Levin and Joakim Levin built Nudie Jeans on strong values, with sustainability and human rights at the core. Beyond fair wages, organic cotton, and transparency, they wanted to create a community that cares.
Nudie Jeans began repairing jeans as early as 2007 because each pair is meant to be "forever jeans"-the kind you repair, not replace. With 27 Nudie Jeans Repair Shops, 16 Repair Partners, and more than 600 resellers around the globe, Nudie Jeans are trying to create vintage instead of garbage.

This release was published on openPR.