From rags to rugs...

• Jeans company values its product's full life cycle
• It provides information on how to care for its products, sourcing, recycling and reuse options  

Swedish denim label Nudie Jeans provides detailed information and recommendations to its customers regarding the environmental impact of its products, including cotton, buttons, rivets, and leather.

The company recommends customers resist washing their new jeans for at least six months. It provides detailed information on where materials are sourced, how products can be reused through its network of stores, and details on recycling at the end of the jeans' useful life. It even offers repair services. 

Key benefits

Nudie Jeans has turned worn-out jeans into new ones by cutting and milling the old ones down to a cotton-like pulp which becomes raw material for new yarn. 

In the spring of 2013, for example, rag rugs made from old Nudie Jeans were released. The rugs were made from jeans that were cut into strips and then woven by hand on manual shuttle looms. Upholstering sofas with worn-out jeans turned many dull looking sofas into denim patchwork creations for their office, showrooms, and shops.