Swedish denim maestros Nudie Jeans are setting a strong example today after being awarded the Bra Milj?val, AKA Good Environmental Choice award for their second hand denim collection. They operate in a system where customers who leave old jeans on the table when buying new ones, receive a discount. That old denim is then re-used for future products. Brilliant, isn’t it?
Nudie’s Comments? “We at Nudie know it?s possible to work with fashion and good quality while aiming towards more sustainable consumption. In addition, we want to make it easier for consumers to extend the life of their garments.”
Congratulations, Nudie! May many companies follow in your steps.
—Denim Therapy Staff
Tags: Bra Miljöval, eco-friendly, Good Environmental Choice award, green denim, Nudie Jeans, recycled denim, repurposed denim