Wednesday, 27 March 2013

Playing Footsie With Old Denim and Nudie Jeans

You hear a lot about eco-friendly companies offering to take back and recycle their clothes when they're worn out. But what does that mean in real terms? What's the end product of all this re-tasking?

Nudie Jeans, the Swedish denim brand that I talked about last spring, have the answer, which their rolling out to their stores worldwide next month. They've come up with a limited run of Post Recycled Denim Rugs. They've been carefully put together from a huge batch of old Nudie Jeans that have been cut into strips, stitched together and rolled onto spools. These are hand-woven at Nudie's denim suppliers in Turkey, which minimises stock movement and the possible intervention of greedy middlemen.

The look is deliberately rough and ready, with the distinctive striped effect coming about as a direct result of the manufacturing process. But you just know how good that beaten-up denim is going to feel underfoot, right?

Nudie are coming to the UK in the spring, but it's doubtful that they'll be stocking the rug. So if you want to be sure of getting your hands on one, you'd best jump on a plane post-haste.

For more on the world of Nudie Jeans, check their website, which has loads on their worldwide initiatives.

Nudie Jeans

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