Swedish denim brand Nudie Jeans has announced the launch of its limited Re-use Gold collection, a capsule featuring ten pairs of pre-owned selvage jeans. Set to release on November 29, 2024, the collection underscores the company’s commitment to sustainability and reuse.
Each pair in the collection was originally produced between 2009 and 2022 and has since been repaired and repurposed, extending its lifecycle. The jeans showcase visible repairs and wear, reflecting the brand’s approach to creating long-lasting garments.
The Re-use Gold collection is part of Nudie Jeans’ broader sustainability initiatives, including its trade-in program. Through this program, customers can exchange old jeans for a discount on new pairs, which are then repaired and sold as part of the company’s Re-use efforts.
– There’s a big difference between true vintage and second-hand,” says founder and CEO Joakim Levin. When you come across the items in Re-use Gold, you really have struck gold. Just consider the working hours, from the wearer and the repairs made, alongside the provenance that comes with each piece. To us, that is priceless.
The collection will be available online and in-store at Nudie Jeans’ Paddington Repair Shop in Sydney.
