Many of you will remember the post of March 13 (I think you have read it more than 1000 times) in which I talked about the ‘Sustainable Fashion Award‘, a competition that rewards those designers who are adopting or have already adopted responsible practices that include materials, manufacturing techniques, environmental impact and work conditions. These practices include handmade, local manufacturing, develop fair trade, smart design, zero fabric waste, animal welfare, use of recycled, upcycled or organic materials and the consideration of the entire life cycle of the product.
The winner of the 2018 edition is the Swedish brand Nudie Jeans, which as the name implies, is a denim specialist.
Since 2001, the year of its foundation, Nudie Jeans has a business model in which sustainable aspects are prioritized in the whole supply chain, starting from the raw material used which is organic cotton (they reached 100% organic cotton for all denim already 2012). But not only; the company has put in place a true circular economy, offering in its laboratories free repairs and sale of second hand jeans both in the store and online through a recycling program where the jeans become like new.
In addition, Nudie Jeans is also a member of the Fair Wear Foundation, a non-profit organization that works with brands, factories, trade unions, NGOs and sometimes governments to verify and improve the working conditions of workers in Asia, Europe and Africa.
Nudie Jeans thus won the prize of 3,000 dollars, which was joined by another 3000 that, as per regulation, went to an NGO supporting the ‘Sustainable Fashion Award’ picked by the winner. The Swedish brand has chosen Idesam, the Institute for the Conservation and Sustainable Development of the Amazon), a non-governmental organization based in Manaus, capital of the state of Amazonas.
I do not give you more information about Nudie Jeans because I would like, and actually I was already concerned, to dedicate a post to this brand that has made sustainability one of its winning cards.
For now let’s congratulate Nudie Jeans and go on like this!