This August, Nudie Jeans is making its local debut with its first African store in Sandton City, Johannesburg. Born in Gothenburg, Sweden, Nudie Jeans is known for timeless, organic denim that wears in, not out.
The brand’s wear-and-repair philosophy has earned it a cult global following, and its Sandton retail space will offer repairs free repairs, for life, on every pair of Nudie jeans (no matter when or where you bought them).
To celebrate the launch, Nudie Jeans is spotlighting what drives them: community, creativity, and a good dose of rebellious spirit. The brand has put out an open call for unsigned South African musicians to apply to perform at the opening event. Apply here.
True to its roots in music and subculture, Nudie Jeans will also be collaborating with local creatives on limited-edition upcycled pieces and in-store DJ sets.
A FOREVER PAIR
Crafted from the finest selvage denim sourced from renowned heritage mills in Japan, Italy, and Turkey, every pair of Nudie Jeans is made using 100% organic cotton, and intended to be the wearer’s ‘forever jeans’.
Embracing the traditional craftsmanship of denim, at the heart of the collections is the dry (unwashed) jeans, designed to evolve with wear by developing unique whiskers, honeycombs, and fades that tell the story of the wearer’s journey.
‘CREATE TOMORROW’S VINTAGE’
Nudie Jeans are on a quest to create tomorrow’s vintage. The Repair Shops are hubs where denim lives on. Featuring free repairs for life on any pair of Nudie Jeans – no matter when or where they were purchased – these spaces are built around endurance and connection.
Each space is part of a bigger vision to build a community rooted in sustainability and to shift how we think about consumption and care. Alongside selling new products and offering free repairs, Nudie Jeans also runs a trade-in programme, where preloved jeans can be traded in for 20% off a new pair and the jeans will either be resold as Re-use (second hand jeans) in store or used for fiber recycling to produce new products. Last year alone, the brand repaired nearly 70 000 pairs of jeans.
”It’s in our stores that we truly connect with our customers – in person and authentically. These personal interactions drive us forward, make us better, and help us build a community that cares.” – Martin Gustavsson, CCO Nudie Jeans.
The Nudie Jeans store will open on 22 August 2025 at Sandton City.
