“Repairing is Caring” reads outside Swedish denim brand Nudie Jeans‘ new London-based concept and repair store.
The recent enterprise aims at giving its customers much more than a basic “enter, purchase and leave experience,” with a conceptually-driven retail space as well as services for already purchased goods. Such offerings include free jean repair, cleaning services and 20% off for new purchases if old pairs are returned.
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.
The ground level shop is located at 29 D’Arbley Street, near Soho square.