FashionLondon Aid
by Kerry Law
Sustainable Fashion
Lean Dean by Nudie Jeans
Want to avoid
unethical jeans?
Don’t go nude –
go Nudie!
Like many forms of
‘fast fashion’, cheap
jeans come at a price.
The worldwide demand for denim eats
up a sizeable 17% of
all cotton production
– and mass produced
cotton consumes vast
quantities of water and
chemical pesticides.
The production of
denim is also an issue
– many of the jeans on
sale in the UK today
are manufactured in
poor working conditions overseas.
the production of their jeans works
in a safe, fair and ethical environment.
Sustainable fashion doesn’t stop
at the production stage, and this
brand has totally bought into
the mantra of ‘Reduce, Reuse,
Recycle’. Once you’ve bought a
pair of Nudie Jeans you’re entitled
to free repairs – drop in to their
repair shops in the Shoreditch and
Soho branches, or request their
free DIY repair kit.
And if you ever wanted to part
with your pair of Nudies, you can
drop them off at their London
stores where they will be sold on
as second-hand. You get rewarded
with 20% off a new pair.
If your jeans are beyond repair
or reuse, Nudie experiment with
recycling denim. They’ve transformed worn-out jeans into brand
new pairs, have reupholstered
chairs, and produced a recycled
denim rug currently on sale online.
However, there is an alternative
choice. Emerging independent
brands are producing the ‘ethical jean’ ensuring that guilt-free
jeans are still innovative, stylish
and superbly crafted.
One such brand is the UK’s
Nudie Jeans. This cool company reports on the origination
and organic contents of every
pair of jeans they sell. As members of the Fair Wear Foundation, Nudie Jeans don’t believe
in profit over people: they
ensure that everyone involved in
Alongside their own stores, Nudie
Jeans are also stocked in Urban
Outfitters, Selfridges and Liberty
– see online for full store and
stockist info, more about jeans
fitting and care advice, plus their
online store at www.nudiejeans.
com
Nudie slim fit jeans, £130 from Selfridges
FashionLondon 46
Thanks to brands like Nudie,
there’s now no excuse not to ditch
the dodgy denim!