Writing about denim can be a little …zzz. How many times can we rave about the benefits of Japanese cotton before running out of clever adjectives? However, after considerable time spent internet thugging and sipping complementary showroom wine, our real life crush on the Nudie Jeans ethos has blossomed into a genuine love affair. Not the I-like-their-tattoos-through-the-optimal-insta-filter-choice serotonin rush, but the I-Googled-their-horoscope too sort of romance—a sustainable sort of intimacy.
Since their conception twelve years ago, Swedish brand Nudie Jeans have maintained the objective of sustainability, but in 2006 they announced a public commitment to go entirely organic. In order to establish a company-wide ethical monopoly, they became extremely exclusive with their suppliers. By refusing to redirect their conscientious focus, Nudie ultimately reached their goal of being 100% chemical-free early this year. This particular round of the good fight was won by a healthy degree of moral perseverance, which was also employed to realize several of the brand’s other responsible victories. Membership to the Fair Wear Foundation, ongoing Amnesty International initiatives and securement of minimum wage for all its manufacturers make Nudie’s customers equal parts ethically committed and sartorially savvy.
Jeans live the same life we do; they see what we see, experience what we experience, scar where we scar. Romanticizing? Perhaps, but the narrative is also quite literal. The practical argument for organic denim is that it molds to you, and evolves with you, becoming your favorite pair and consequently a second skin. The quality of holistic material lends itself to sustainability provided by a higher quality, longer staple cotton. And for those of us who maintain an acutely adventurous lifestyle, Nudie repairs all denim at their Melrose location, for free.
Check out more from photographer Grant Yoshino and Nudie Jeans in our latest issue.
text ERIN DENNISON
photo GRANT YOSHINO
art direction MEAGAN JUDKINS
