Nudie Jeans Launches the Ultra-limited Re-use Gold Selvage Denim Capsule

GOTHENBURG, Sweden - Nov. 26, 2024 - PRLog -- On Friday, November 29th, Nudie Jeans will release the highly anticipated Re-use Gold capsule, featuring 10 pairs of unisex selvage denim jeans. These exclusive jeans, each with a unique history, showcase the true essence of Nudie Jeans' manifesto: Create Tomorrow's Vintage.

All pairs in the collection once started off as dry denim from 2009-2022 and stands out as the most rare and beautiful examples of pre-loved denim. Now, a pair of worn, torn, and repaired Nudie Jeans gains in value. Emotionally, each rip and patch tells a story, making the jeans a canvas of personal history. The act of repairing them deepens the connection, turning them into more than just clothing-they become a part of your identity. In a world of disposability, these jeans symbolize durability, sustainability, and authentic personal expression. Each pair will come with a higher price tag than a brand new pair of Nudie Jeans selvage.

"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."

Re-use Gold jeans are more than just a fashion statement; they represent a conscious choice that helps cut waste and energy use. By repurposing and restoring pre-loved denim, Nudie Jeans offers consumers a one-of-a-kind product that combines sustainability with individuality. This initiative not only provides customers with unique jeans but also encourages more people to make environmentally conscious choices.

The regular Re-use program has been in place for several years, fuelled by the brand's innovative trade-in discount. Customers can trade in their old Nudie Jeans for a 20% discount on a new pair. These traded-in jeans are then repaired and sold through the Re-use program, ready to become a new customer's favorite pair of jeans, promoting a circular economy and extending the life of each garment.

CEO Joakim Levin sees the immense potential in Re-use Gold.
"Our purpose is to create tomorrow's vintage, but one day we woke up and realized in some ways we're already there. The Re-use Gold collection is more than just clothing; it's a conscious choice, a piece of history, and a symbol of our ongoing mission to promote reuse over recycling."

This is the first instalment of the Re-use Gold collection and will be available online.

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