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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.