The runway is a facade for designers to stage their vision, the strictly choreographed back-and-forth of models shinning a never-ending flow of clothes.
Nudie Jeans – The Naked Truth
February 10, 2014 3:32 PM
There is a cult of denim followers, a subculture if you must, as prominent as the free spirited and tattooed Harley Davidson riders. A subculture that emphasizes one must never wash their jeans; that jeans are your second skin, and unwashed denim is like a diary of the months and years gone by. Followers include Jay Z, Jamie Foxx, Robert Pattinson, and Zac Efron, just to name a few. The belief is this: “Your jeans go where you go. They live your lifestyle. They get abrasions and scars. And they bleed. Just like you.”
Each pair of Nudie Jeans tells a story and invites a story to be told. There is a certain nostalgia that comes with it, a pair for sitting under a tree in an orchard and sipping Guiness, and a pair for waiting by the misty docks in Stockholm. Whatever your adventure may be, as your jeans get tainted and stained by your life, it literally becomes your second skin. It fits like you fit, it moves like you move; it wears and tears where you wear and tear. The brand’s collection includes loosely knit tops of wool and linen blends and tees made of organic cotton, an easy transition from the cold winter months to spring and summer.
At Nudie, there is an innate love of denim aside from fashion and pop culture. There is a passion for the craftsmanship from dying and cutting to stitching, and most importantly, to do so sustainably. The production process that’s openly available to the public clearly details where manufacture begins, the size of the factory, the address, and even subcontractors involved. By 2015, the company plans to lay bare all supplier and contractor information including photos, history, and audits that reveal the good, as well as the bad. There will be a true transparent chronological dialog in the supply chain process easily accessible to the public.
It is refreshing when companies put ethics and sustainability at the forefront of their values. It reflects a generation of artisans that literally aren’t afraid to bare it all.
WRITTEN BY: TINA SHIMIZU
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