(English) Best Practices

Swedish ethical clothing brand Nudie Jeans is committed to maintaining high ethical standards throughout its operations. They have developed a comprehensive code of conduct that encompasses various aspects, including fair wages and environmental sustainability. Nudie Jeans works closely with its suppliers to ensure strict adherence to this code of conduct.

The brand demonstrates a strong focus on sustainability and ethics by constantly generating innovative ideas and setting ambitious milestones. They make strategic investments to improve their business model, seeking to minimize their environmental impact and promote circularity. For example, during the COVID-19 pandemic, Nudie Jeans drafted a circularity strategy that involved mapping material and reverse logistics flows. They also initiated projects to measure and reduce water consumption and CO2 emissions across their entire supply chain. Additionally, they have invested in carbon offsetting efforts.

Nudie Jeans takes their commitment to fair wages seriously. They have been running the "Living Wage" program since 2013, which aims to ensure that workers in their supply chain receive wages that meet their basic needs. As part of this program, they have expanded their efforts and now provide living wages to all four Indian suppliers and one Turkish supplier.

To maintain transparency and accountability, Nudie Jeans monitors 98% of their supply chain. They regularly assess their sustainability performance and publish an annual sustainability report, which provides detailed information on their initiatives, achievements, and areas for improvement

Nudie Jeans focuses on environmental sustainability by promoting circularity through repair and recycling initiatives, reducing waste, and encouraging responsible consumption. It also addresses social aspects by prioritizing fair working conditions and transparency in its supply chain. Nudie Jeans' commitment to sustainability and ethics provides added value by offering consumers an alternative to fast fashion, allowing them to make more conscious and sustainable choices when it comes to their denim purchases.

Nudie Jeans addresses several concepts within the ESG framework. From an environmental perspective, the brand tackles waste management by offering free repairs and implementing a take-back program for used garments. This reduces the amount of clothing sent to landfills. Additionally, Nudie Jeans promotes circularity by extending the lifespan of their products through repairs and recycling. From a social standpoint, the brand focuses on labor standards by ensuring fair working conditions and transparency in its supply chain. It also encourages responsible consumption, contributing to a more sustainable and conscious fashion industry.

They prioritize longevity and durability, encouraging customers to keep and repair their garments. Nudie Jeans has achieved significant results in their sustainability efforts, such as using organic, fair trade, and recycled cotton for about 95% of their fibers. They reached the goal of using organic cotton for all their denim in 2012 and extended it to other product groups by 2017. The brand actively explores new sustainable fibers and fabrics, guided by the Nudie Jeans Material Tool, which highlights preferred and circular fibers. They participate in the Textile Exchange's Material Change Index, demonstrating their commitment to sustainable material sourcing. Nudie Jeans prioritizes certified raw materials, including organic and Fairtrade cotton sourced from India through Chetna Organic. They also utilize recycled cotton to decrease their environmental impact, using at least 70% recycled fibers in their Rebirth collection. By choosing organic cotton over conventional cotton, Nudie Jeans reduces environmental harm and supports fair working conditions.

Indicators of performance and success for Nudie Jeans' practice may include the number of garments repaired or recycled, customer satisfaction with repair services, customer engagement with the take-back program, and transparency in the supply chain.

Nudie Jeans places a strong emphasis on using certified raw materials to uphold sustainability and ethical practices. Their organic cotton is certified according to rigorous organic agriculture standards, and cotton sourced through Chetna Organic in India carries both Fairtrade and organic certifications. As they expand their production range to include new materials, Nudie Jeans seeks to incorporate additional sustainability standards. Human-made cellulosic textiles, like TENCEL™, are certified for sustainable forest management, while recycled yarns adhere to recognized recycled standards. By obtaining certifications for their raw materials, Nudie Jeans ensures transparency and reassurance for customers, demonstrating their commitment to responsible sourcing and promoting circularity in the fashion industry.

Challenges that may be faced when implementing similar sustainable practices include maintaining high-quality repair services, ensuring effective communication and customer engagement with take-back programs, and addressing the additional costs associated with sustainability initiatives. To overcome these challenges, it is crucial for Nudie Jeans and similar brands to invest in training and expertise for repair services, develop clear and accessible communication channels with customers, and integrate the costs of sustainability initiatives into their business model. Collaboration with other brands and organizations in the sustainable fashion space can also provide valuable insights and support for implementing and improving sustainable practices.

Nudie Jeans. (n.d).The Nudie Jeans Material Tool.

https://assets.ctfassets.net/7er3lxiqbzqz/1UIFpdXmNSTTrzUrRFuAtk/877b211b6937ef2721643f795b014915/Nudie_Jeans_Material_Tool_2022.pdf Accessed on 15^th of June 2023)

Nudie Jeans. (n.d). 100% Organic Cotton.
https://www.nudiejeans.com/sustainability/organic-cotton Accessed on 15^th of June 2023)

Nudie Jeans. (n.d). Materials.

https://www.nudiejeans.com/sustainability/sustainable-materials#certifications Accessed on 15^th of June 2023)

Nudie Jeans. (n.d). Production.

https://www.nudiejeans.com/sustainability/sustainable-production Accessed on 15^th of June 2023)

Nudie Jeans. (n.d). The Second Skin.

https://www.nudiejeans.com/sustainability/sustainable-products Accessed on 15^th of June 2023)

Nudie Jeans. (n.d). Social Audits & Training.

https://www.nudiejeans.com/sustainability/living-wages Accessed on 15^th of June 2023)

Nudie Jeans. (2021). NUDIE JEANS Code Of Conduct. https://assets.ctfassets.net/7er3lxiqbzqz/2W1TKALFXeqAw1XoHhcTpZ/23d55a10990cd847919ad4ad9c542db0/Nudie-Jeans-Code-of-Conduct-May-2021.pdf Accessed on 15^th of June 2023)