Founded in 2001 by the former design director of Lee Europe, Maria Erixon, Nudie Jeans is a Sweden-based denim brand that is passionate about creating jeans with that already-broken-in look. Not only is the brand’s denim manufactured with 100% organic cotton, using 91% less water than traditional methods of production, but it also recycles jeans, rewarding customers who return worn-out pairs with a discount on new purchases, and washing and repairing the used pair to sell as second-hand articles in their retail shops.
From its inception, Edun’s mission has been to encourage sustainable production and encourage trade to flourish in Africa. Their denim line is no different, with all jeans made in Kenya by artisanal craftsmen and every product certified Fair Trade and made from organic materials. Edun also works with the Better Cotton Initiative, which aims to reduce the impact of cotton production on the environment.
In 2017, Reformation, the eco-friendly fashion retailer launched a new sister line called Reformation Jeans, which is made using 100% recycled materials, leftover fabrics or sustainably sourced fibres. The brand’s denim uses only one third of the amount of water and cotton and eliminates harmful chemicals in the finishing process. Instead, it uses non-chlorine based bleaches to wash down the denim and a neutral-based enzyme that reduces the amount of water, resources and energy required.
