Nudie Jeans, the Swedish organic denim brand, recently launched a new store in London’s Shoreditch district, on Redchurch Street 19-29. It is the second one in the city, besides the Soho store which opened its doors in spring 2013. Joining other Nudie stores worldwide, the Shoreditch store contains a free in-house repair service.

Nudie’s sustainability approach is also mirrored in the store itself:
Vintage designs in the shop
Vintage designs in the shop

designed by the in-house architecture team, the 780 sqm location is fitted with materials like natural vegetable tanned leather, organic dry denim and zinc. The team also reclaimed the Victorian pine floorboards and installed a three-meter high steel wall, housing the brand’s collection of unisex denims. In combination with vintage lighting and furniture pieces from the 1930s era, the space gets an individual signature without making it feel ‘brand new’. A playful hint of Swedish art is represented by a raven shaped puppet, created by the Swedish artist Maline Nordin, holding open the door.

Joakim Levin, co-founder of Nudie Jeans: “Since we opened up the first Repair Shop in London we´ve seen an increase in demand for our product and our service. This is all great, we need to stay true to our philosophy and translate it into practice; we need to keep telling our story and keep our promise of expert denim knowledge and free repairs to our customers, and therefore we felt that it was time to open up a new Repair Shop.”

Nudie's new Shoreditch home
Nudie's new Shoreditch home
Repair area inside the store
Repair area inside the store