Abstract

The case describes the efforts of Swedish denim brand Nudie Jeans Co. to make “owning a pair of jeans a sustainable practice”. The case provides detailed information on the negative impact of cotton and jeans manufacturing on the environment. The case then describes the various sustainable business practices of Nudie that made jeans, shirts, and sweaters with 100% ethically sourced, organic cotton, or recycled cotton. Nudie also ensured that the workers involved in the production of its clothing were assured basic human rights and given living wages. The case provides a glimpse too into other key initiatives that Nudie implemented to enable its customers to make sustainability a part of their life. Nudie was lauded as an Impact First Brand, wherein the brand was created to fight for a cause. Can Nudie sustain itself and keep inspiring other brands to practice sustainability in manufacturing?

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand sustainable fashion and sustainable manufacturing practices.
• Evaluate the initiatives taken by a fashion company to reduce its environmental footprint.
• Analyze the competitive advantage gained through using sustainable manufacturing as a differentiating factor.
• Examine the Impact First Business Model.
• Recognize the role played by an environmentally conscious company in encouraging sustainable practices in customers.

Keywords

Sustainability Practices; Sustainable Sourcing; Water Management; Word-of-Mouth Marketing; Social Consciousness; Technological Innovations; Competitive Advantage; Ethics and Values; Differentiation; Impact First Business Model; Environmental Consciousness; The Triple Bottom Line Approach; Living Wages; Circularity; Brand Management.