Reuse, reduce, recycle: Nudie reuses the old slogan in their own way and makes it into RE-Pair, Re-use, Re-Duce. It stands for the recovery and reuse of jeans. Cotton fibers are often much longer than the time the garments are used. Customers will therefore get a discount on new purchases if they leave their old jeans.

- We mend the jeans, each pair becomes unique, and sell them again, says Karin Stenmar, CSR Manager at Nudie Jeans.

Nudie Jeans new RE: garments were launched in their own stores in Gothenburg and Stockholm on the Swedish Society for Nature Conservation‘s Sustainable Swap - Stora Klädbytardagen on 9 April. Some of the collected jeans will be made into new thread, woven and made into new fabric - and then sewn into new jeans.

- We want to show that it is possible to work with fashion and good quality at the same time as we are working towards more sustainable consumption. In addition, we want to make it easier for consumers to extend the life of their clothes. For example, we recently advised allour customers about how the jeans can be aired outside or hung in the bathroom after a shower instead of machine washing. Water vapor refreshes clothes without using either the energy, water or chemicals of washing, concludes Karin Stenmar.