Worldwide icon-chevron-right Europe icon-chevron-right United Kingdom icon-chevron-right England icon-chevron-right London icon-chevron-right Nudie

Nudie

Shopping, Boutiques Soho
Nudie store, 2013

Time Out says

Friendly warning! We're working hard to be accurate. But these are unusual times, so please check that venues remain open.

Swedish organic denim brand Nudie is all about long-termism. Since the label launched in Gothenburg in 2001, it's taken a slow but steady approach to spreading the Nudie word around the world. A few celeb fans – Zac Efron and Justin Theroux among them – have boosted its profile, but it's taken more than a decade for the eco-aware label to reach the UK and open this debut stand alone boutique in Soho. This attempt to build a lasting brand is reflected in its denim ethos: wear your quality, anti-fad-fashion jeans until they age (acquiring character en route) and, when they're ready to fall apart, bring them back into the store for a bit of free TLC at the Nudie Repair Station. Here, holes will be patched up, zips fixed and alterations made. As you might expect from such an ethical brand, on-trend denim prints and colours don't have a place here: among the 11 different fits (from the super skinny Tight Long John to relaxed straight legged Average Joe) the washes tend to stick to classic, hard-wearing blues, blacks and greys. And although the store – and the collections – are decidedly masculine in feel, Nudie is very much a unisex brand, with almost all of its jeans and apparel (shirts, knits and tees) working as well on women as on men.

Posted:

Details

Address:
29 D’Arblay Street
London
W1F 8EP
Transport: Tube: Oxford Circus
Contact:
Do you own this business?
You may also like
    Latest news