12 hours ago | By WGSN Insider
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Online menswear editorial Hypebeast, visits Gothenburg Sweden – the home of Nudie Jeans to take a behind-the-scenes look at their Repair Station at the denim brand’s flagship store.
Striving for healthier and more sustainable consumption patterns, Nudie’s Repair Shop taps the brand’s award-winning Repair: Reuse: Reduce program that gives your favorite pair of Nudie Jeans a second chance. The highly skilled denim experts in-store are on hand to help with all types of specialist denim services like bespoke repairs and alterations — for free! This idea also helps create an environment where visitors can engage in a complete Nudie Jeans experience in an integrated and interactive way.
As part of Hypebeast’s “Process” film series (also see “Hemming with a Union Special” by Self Edge), the videography team heads to the birthplace of Nudie Jeans to speak with one of the experts, Gustav, who handles their Repair Station concept. With the opening of the new Nudie London concept store and repair station, this film provides a firsthand insight on the repair process and the techniques and machines used by the denim specialists at the Gothenburg flagship.
Nudie Jeans repair stations can be found in Stockholm, Sydney and more recently, London. Nudie fans will also be happy to hear that they can buy some of their favorite archive styles at a discount thanks to the secondhand offerings available at these locations as well as the option of trading in an old pair of jeans for 20% off a new pair.
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