Picture: Tucked

On our minds is Nudie Jeans, the Swedish denim pioneers awarded the recent Observer Ethical Awards’ Sustainable Style Award. The brand has been following and fulfilling their conscious aspirations ever since the beginning in 2003 though marketing director Andreas Åhrman means that starting out sustainably was a big challenge. “It was a huge struggle at the beginning. We wanted to be 100% organic, but we weren’t big enough to buy in that sort of bulk. Now we can buy large amounts and that helps our supplier to sell small orders to smaller companies. It would have really helped if something like Nudie had been around when we were starting out”. Today Nudie are able to offer their customers in-store repairs in multiple countries; collecting and recycling unwanted jeans; and to incorporate a growing amount of organically sourced fabrics into the product offering, making them a market leader in sporting the lasting appeal of denim. More here.