Meet Nudie jeans, a role-model brand that does not only focus on fair and transparent production, but on sustainable ownership as well. They offer free repairs, and actively foster a long-lasting relationship between the pair and its owner. By telling the owners to wash only twice a year, and to cherish scratches or stains as marks of life. By trying to get them to look at their jeans like a fine bottle of wine – both being things that get better with age. If all goes as planned, owner and jeans become one. Like a second skin. Well well, denim and romance. Who would’ve thought?
P.S. Most models on their website are men, but many Nudie styles are in fact unisex.