Swedish designer denim brand Nudie Jeans has opened its first retail store in London. Their 15th concept store worldwide, the Soho-based site is unique because it includes Nudie’s first Repair Station, where costumers can get their denim fixed for free, or if the jeans are too tattered and battered to be fixed, they can exchange them for a new pair, receiving a 20% discount for the good deed.
The repair and reuse initiative is part of Nudie Jeans’ ethos of sustainable production. Old jeans brought in for exchange are repaired and redyed by a team of denim specialists and then resold as ‘vintage’. The entire design of the store is driven by the concept, with a workshop feel to the interior aesthetic, replete with metal fittings, rough plastering along with a wall of sewing machines ready to mend.