Swedish denim label Nudie Jeans pushes their sustainable initiates further with an innovative solution to old denims — turning it into rugs.
Swedish denim label Nudie Jeans continues their sustainable design initiative with the introduction of their innovative post recycled denim rugs.
Nudie Jeans is no stranger to sustainable practices. The Swedish label has been one key denim brand to introduce recycled and organic jeans to the mass market. In 2006, Nudie announced one of the brand’s key future goals: A 100% organic denim collection. Fall/Winter 2012 saw the brand reach that goal when it became the market leader of sustainable denim production and the subsequent collections have been a completely organic jeans collection. Alongside this project, the company has also launched a number of recycled initiatives like the Post Recycle Dry project with Barneys New York and most recently, a range of recycled rugs constructed from worn-out Nudie denims.
Part of the brand’s Post Recycled Jeans initiative, the Post Recycled Denim Rugs are produced with the remnants of worn-out Nudie jeans. Channeling more of a Japanese craft aesthetic than Scandi, these rugs are produced by cutting used denim into serrated strips, which are sewn together and then rolled up on spools. The strips are then woven together by hand on a manual shuttle loom, which along with the recycled denim gives them a beautiful slubby and neppy texture. The weft is made from indigo dyed thread — the same that’s used for the Nudie Jeans denims.
Produced in Turkey, the rugs measure 2 x 1.5 meters and will be available exclusively at Nudie Jeans House, Los Angeles and Nudie Jeans Concept Stores globally for $599.