Nudie Jeans made with organic cotton — the reasons why:

“Denim is made of cotton, which causes great damage to our environment both in terms of water consumption (7000 to 29.000 litres of water for each kilogram of ready garment) and in terms of poisonous substances and insecticides. Cotton fields stand for 25% of all insecticides worldwide! Air, water and other natural resources are critical to any kind of future, and therefore essential to the future of business. In denim production we see a lot of potential to make a difference for the environment.

Nudie denim producers are ahead on developing organic denim, both out of 100% organic cotton and as blended yarn, where they blend in organic cotton into the normal production. Every step of the production follows detailed and accurate rules that makes it organic denim. The cotton comes from organic production, and the spinning, dyeing and finishing of the yarn is also carried out according to ecological procedures. Making use of ecological stuff, like potato starch and pre-reduced indigo, any kind of chemical stuff is excluded from the schedule of operation, in order to respect these principles to 100%.”