Appealing to all denim fans who want style with a side of sustainability, this newly opened NYC store delivers. WGSN Denim Editor Samuel Trotman reports
This week Nudie Jeans opened the doors to its latest Repair Shop in New York City. Situated in Nolita on the corner of Bowery and Spring.
The store, which is the second US offering, alongside Los Angeles, sells its full collections of organic unisex denim plus men’s tops and accessories, and has brought an eagerly anticipated free repair service for well-loved Nudie Jeans to New Yorkers.
The free repair service has gained international recognition for its original and direct approach to promoting sustainable practices (read more about it here) while providing an added-value customer service perk in sync, and recently won the Observer Ethical ‘Sustainable Style’ award in London, July 2015.
The vast 1400 sq. ft. space is the 20th location globally joining successful launches in London Soho and Shoreditch, Stockholm, Oslo, Berlin, Tokyo, Osaka, Sydney and hometown Gothenburg.
Visualised by Nudie Jeans’ in-house interior architecture team, the design concept is raw-utilitarian yet novel, a fitting nod to the dynamic external neighbourhood. Understated and harmonious yet dabbling in quirks, details include delicate antique lighting fixtures, brand literature hand-painted on walls, and two raven puppet mannequins by Swedish artist Malin Nordin. Copious natural light compliments the 13.7 m. ceilings, dominating steel shelving, and tranquil palette of dark studio green and muted concrete. Original red-brick walls, steel pillars, wood roof beams, and raw concrete flooring are intrinsically worked into the functional yet contemporary layout.
Committed to using materials with a quality to age beautifully, natural vegetable-tanned saddle leather is reinvented from the usual realm of accessories into clothing racks suspended by leather straps and as a flat surface on the integrated ergonomic cash wrap unit. Vintage, reclaimed fixtures and furnishings are punctuated throughout, echoing the brand’s philosophy of reusing. Undoubtedly the store’s heartbeat is the robust repair station greeting patrons at entry equipped with two heavy duty machines. A vintage Union Special is set-up to take care of any on-the-spot hems, including chain-stitching.
Joakim Levin, cofounder and chairman, and the visionary behind the Repair Shops states: “New York has been a sought-after location for some time, and we are excited to set up a long-term home in a neighbourhood which feels natural and almost DNA-like to put roots down. It’s exciting to bring our full concept to the bustle of New York through our full product presentations, but also the personal translation of our core values through our repair service and face-to-face interaction with the local audience.”
The Nolita location, resting almost on the cusp of LES, was a natural draw due to its independent neighbourhood culture, worn-in feeling and deep veins of history. Opting to open in less commercialised neighbourhoods is a strategy favoured by Nudie Jeans, with a vision to build conversation with a local audience as much as tourism, as evidently seen in London’s Soho and recently opened Shoreditch locations. The global scope of Nudie Jeans thriving repair service can be seen purely in the numbers: in 2014, 30,000 pairs of jeans were repaired, and by end-2015 the figure is set to exceed the 40,000 mark.
Nudie Jeans Repair Shop, 188 Bowery (corner of Spring), New York, NY 10012
Open Monday-Saturday 11-7pm, Sunday 12-6pm.
Photo credit: Emily Andrews
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