Nudie Jeans: An `Impact First Brand` Contributing to the Sustainable Fashion Industry
| Case Code: BECG177
Case Length: 7 Pages
Pub Date: 2022
Teaching Note: Available
| Price: Rs.300
Organization: Nudie Jeans Co.
Industry: Textiles & Apparel
Themes: Sustainability, Sustainable Innovation,Brand Strategy,Operations Strategy
Abstract Case Intro 1 Case Intro 2 Excerpts
The Idea Behind Nudie – Ethical Jeans Production
In 2001, Maria was living in Brussels and was working for the clothing company Lee Jeans . She became tired of the corporate culture and its short-sighted views on clothing. In one instance, Lee decided not to use the durable selvedge fabric from Japan’s Kaihara mill in its production because it was too costly. Maria then quit her job and decided to set up her own ecologically friendly clothing venture..
Nudie – Enabling Customers To Make Sustainability A Part of their Life
Nudie was touted to be among the best “entry-level” premium denim brands. Nudie depended more on word-of-mouth than traditional marketing and advertising techniques. It used common people and friends of the founders for its ad photo shoots. Nudie only offered unisex jeans and did not name or market any of its jeans specifically for women..
Nudie – Revolutionizing The Fashion Industry
In May 2021, Nudie released its Sustainability Report describing all the sustainability activities it did annually. The company – unlike other leading clothing companies – was transparent about its production processes, mentioning the factories that produced the fabrics and hardware, its subcontractors, as well as information on the materials used, transport, and its audit procedures..
Exhibit I: Nudie’s Product line
Exhibit II: Made-By Environmental Benchmark for Fibers
Exhibit III: The Nudie Jeans Material Tool
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