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The Though Kitchen - Dedicated to Stirring the Pot

The Naked Truth about Nudie Jeans

Posted by leighann | October 9th, 2012 | Filed under Design, Partnerships, Positive Change, Sustainability

 Here’s to Nudie Jeans, our new Collective partner, going 100% organic. Check out their instragram contest and win a trip to Italy to see how premium organic denim is made.

Here’s a sobering statistic: it takes 2/3 pound of pesticides to produce enough conventional cotton to make one pair of jeans. Apply that fact to the over 450 million pairs of jeans that are sold in the US every year, and well, you get a few more zeros and a much more sobering statistic

That’s why, six years ago, Nudie Jeans—our new Collective partner— set a goal: to make their entire line of premium, high-quality denim using only 100% organic cotton by 2012. It was an ambitious goal. Entire supply chains have to be reevaluated, new fabrics developed, and old business practices reexamined.

We get it. We make these decisions every day. But for the Swedish-based company, they had to rethink everything—from design to manufacturing—in order to create premium, well-fitting denim that wouldn’t compromise their style or ethics.

Here’s what Maria Erixon Levin, Nudie Jean’s Founder, had to say about the company’s journey to organic:

“Sure, it has taken time, but we have maintained the courage of our convictions during a period that has seen a number of eco-trends come and go. For us, this is a question of lifestyle, and one of our core values. Since starting up back in 2001, we have remained focused on issues around sustainability and the environment regardless of the demands of the market or our customers, in a time when price has been a key factor. Prices have often been so low that quality, as well as organic and CSR-aware production have been sacrificed as a result.

We have chosen to work with organic cotton regardless of the trends of the day. We are often asked if our values are a marketing tool, or something requested by our customers. The answer is no. It’s a choice we make in the boardroom, and a choice we make during product development. We believe our commitment to organic production should be part of our pricing and quality profile.

In 2006, we invited all our material suppliers and laundry operators to join us in a discussion on sustainable development in the industry. And today, we are especially proud to say we offer 100% organic cotton across our entire range of rigid, stretch and selvage denim. This is a vital stage in the evolution of the Nudie Jeans philosophy. We would like to say a big thank you to everyone who has been with us along the way.”

This season, we’re proud to partner with Nudie Jeans to bring you their first collection of premium denim crafted entirely from fine Italian and Turkish organic cotton. Clean, minimalist construction, classic European style, and none of the bad stuff.

Shop select women’s and men’s Nudie Jeans’ styles on nau.com, or find out more about Nudie Jeans on their website.

 

2 Responses to “The Naked Truth about Nudie Jeans”

  • October 17, 2012 at 7:08 pm | Monica Paz Soldan says

    Good for Nudie Jeans and another small step toward making truly sustainable clothing. I still have to question the “sustainability” of shipping components around the world and then again the finished product. There are only weak and bad arguments for it and still it remains the industry standard. Most troubling to me, however, is Nau’s continued insistence that polyester is some how sustainable and even eco friendly. It is so hard to see you “developing” fabrics that continue to rely on this toxic substance- ruining actual sustainable fibers. It is not just bad enough that we are talking about a PETROLIUM product that has to go through incredibly toxic processing to become fiber, but a well known endocrine system disruptor, immune system suppressant, and carcinogen (accelerating cancer cell growth over five times in lab test!)- something that should never be sold as an indoor product, much less next to your skin. I keep an eye on companies that are trying and hope that some day I will start to see something that comes even close to sustainable and clean. In the mean time I will keep dressing my family from home.

  • November 14, 2012 at 4:16 pm | Leighann says

    Hi Monica. We apologize for our delayed response, but here is a direct reply from Jamie, our Director of Sustainability:
    Thanks for your comment. It gets right to the heart of why this endeavor to make sustainable products is so complex. Sustainability is a series of trade offs we make when deciding where, how and what will go into our products to yield the lowest overall environmental footprint possible. You bring up many issues in your comment, and I have space in this comment only to answer one of them. The transportation of product made elsewhere in the world to our warehouse and then on to you, the customer, actually accounts for a low percentage of the product’s overall environmental footprint (approximately 10%). We have been focusing our efforts on reducing impacts in our materials which account for somewhere around 40% of the impact. Surprisingly the care of the product -washing and drying – accounts for another 40% which is something that each and every consumer can affect every time they do a load of laundry. Thanks again for the great question.

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