Nudie Jeans opens first UK store

Premium organic denim brand Nudie Jeans has opened its first UK store in London

on the corner of D’Arblay Street and Berwick Street in Soho. As well as housing the Swedish denim brands wide range of fits and washes, the 100 square metre store also features the brands first Global Repair Station, which gives customers the option of having their old Nudie jeans altered and repaired for free, reflecting the brand’s philosophy of sustainability.

Commenting on the brand’s UK debut, Nudie Jeans’ sales and marketing director, Andreas Arhman said: “The UK is one of our biggest profile markets and our store will meet the demands we have seen for our brand globally.”

The denim brand chose the location of Berwick Street for its “vibrant and diverse” community of shops, which ranges from independent fashion labels to bespoke tailoring companies and vintage clothing shops including Underground Shoes, Oliver Spencer, Absolute Vintage and Foot Patrol.

Nudie Jeans currently has flagship stores in Stockholm, Tokyo, LA, Berlin, Zurich, Barcelona, Sydney and the brand’s hometown Gothenburg.