Nudie Jeans have definitely needed a shop in London for a long time and now it’s finally here! The Swedish denim brand has just opened up its first store in Soho but this isn’t just any old jean shop. They had the brilliant idea of launching a Global Repair Station on the premises, which allows customers to have their old Nudie jeans altered while they browse. So not only can you purchase new jeans you can have your old jeans repaired while you wait which in my opinion is the perfect combo of buying and recycling.
The organic brand is known for its stance on sustainability and the repair shop means your Nudie Jeans will just keep going. The store itself has a great rustic feel; think All Saints meet Urban Outfitters in terms of décor, so you can shop in ultimate style. Jeans wise there is every fit and wash available so every shopper has a pair to fall in love with. Get their trained denim advisers to help you pick out the perfect pair then wear them forever (literally!)