Nudie Jeans is a denim brand founded in Gothenburg in 2001 by Maria Erixon Levin. With a wear, tear and repair-way of thinking rather than fast fashion, the Swedish denim company provides and maintains a tradition true to the fabric’s history and characteristics.
Since the beginning sustainability, both environmental and social, has been the essence of the brand. Besides a denim collection made entirely with 100% organic cotton Nudie Jeans has a transparent production showcased on the website and has implemented an ambitious repair and reuse-program. A ripped pair of Nudie Jeans can always be repaired free of charge in a Nudie Jeans Repair Shop and a free repair kit is available to order online. If a costumer no longer use their jeans they have the possibility to trade them in for a 20% discount on a new pair, the old ones are thereafter repaired and sold as second hand in all our Repair Shops and the webshop. To completely tie the circle, the jeans that are beyond repair are used to make new products, patching material when making repairs or are recycled into new denim materials.
Nudie Jeans Co are sold in over 50 countries, both in Nudie Jeans Repair Shops and at third party resellers. There’s currently 31 Nudie Jeans Repair Shops located throughout Europe, USA, Australia and Japan.
Nudie Jeans is privately owned and the headquarter is situated in the hometown of Gothenburg. Nudie Jeans became a member of FWF in November 2009.
Brand Performance Check 2019
Nudie Jeans has shown advanced results on performance indicators and has made exceptional progress. With a monitoring percentage of 96% and a benchmarking score of 79, the brand remains in the ‘Leader’ category for the sixth consecutive year.
Nudie Jeans takes advanced measures to monitor all production locations, including subcontractors. In 2018, the brand invested in an online platform where both the brand and the respective suppliers can update information and track progress on activities (for example, putting up a worker information sheet at a factory) as well as update status of audit findings. This new system will provide the brand with an overview of the entire supply chain, common issues and support the brand in consolidating its efforts. Apart from that, the brand has strong integrated systems in place to do due diligence before placing orders in factories, and to support reasonable working hours.
Nudie Jeans has been paying its share of the living wage at two units of an Indian supplier since 2013. In 2016, another supplier in India was added to the living wage project. By the end of 2017, the spinning mill of the first supplier was also included in the project and received the first payout of the brand’s living wage contribution in early 2018. At the end of the year, the brand also retrospectively included the knitting unit and dyeing facility in the program. These efforts make them one of the front runners in the industry in working on the topic of Living Wage. Nudie Jeans is continuously trying to scale up its efforts by trying to involve other buyers. FWF encourages the brand to extend these efforts to raise wages of the workers who do not yet earn a living wage in other production locations and countries, like Tunisia. For Italy, Nudie Jeans knows the living wage levels in the different regions it sources from. Next steps would be to identify the gaps between wage levels at its Italian suppliers and the living wage benchmark and work towards the payment of a living wage.
Nudie Jeans is proactive on following up complaints, and where this involves suppliers shared with other FWF members, the brand usually takes the lead. FWF recommends that the brand invest efforts to work on preventive steps, for example by ensuring functioning HR, communication and grievance procedures at their suppliers.
Percentage under monitoring: 95%