2022

NUDIE JEANS
SUSTAINABILITY REPORT

HECTOR GUERRERO
ID 21001843

Brand Operational and Sustainability Report

 NUDIE JEANS
COMPANY PROFILE
The Naked Truth about Denim
Nudie Jeans was founded in Gothenburg, Sweden in 2001 by
Maria Erixon and Joakim Levin. They were married at the
time.
The Company started with the idea of environmental, and
human right as starting point. And that is the naked truth
behind a small denim company became global and
successful without compromise the ethical aspect to
succeed in a dirty industry like fashion.
The Company concept is totally opposite of fast fashion.
Wear, Tear, repair, recycling circular model. Always starting
with the end of product life in mind. (Egels, Zandén, 2016)
With an annual turnover of 500 million SEK £50 Million and a
profit of 65 million SEK (£5 Million). Nudie Jeans has been a
very profitable company at all the time.
The Company has 50 employees at the Head Quarter Office
in Gothenburg. And a total of 160 employees in all their
global offices.

The company has fourteen legal entities and Nudie

Jeans Marketing AB operate as buying party for all the
organisations.

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CONTENT
Brand Operational and Sustainability
Report Nudie Jeans

1 / THE COMPANY
The number of people you have reached

2 / MARKET
Market Nudie Jeans Operate

3 / SUSTAINIBILITY PLAN

4 / BRANDING PRODUCT
RANGE

5 / RECOMENDATIONS
PERSONAL REFLEXION

6 / BIBLIOGRAPHY
APPENDIX

Nudie Jeans Sustainability Report 3

 NUDIE
JEANS

"98% of all denim comes

from sustainable
resources."

Nudie Jeans Sustainability report 4

 MARKET
Nudie Jeans operate worldwide
with a very successful presence in
big markets like Australia,
Germany, Japan, Norway, Sweden,
United Kingdom and USA. But that
is not the only place you can find
Nudie Jeans, in fact the Company
operate with large concessions,
boutiques and a strong presence
online.
Nudie Jeans Sell around 1 million
pair of Jeans per year. That is 85%
of all the products.
Nudie Jeans also has a small
number of t-shirts and accessories
and children wear that cover 25%
of the range.

Nudie Jeans Sustainability report 5

 SUSTAINIBILITY PLAN

Nudie Jeans has a strong plan to reduce the carbon footprint in place. The company do it
everything they can with a big succeed today. They own already many independent
certifications. i.e.
Nudie Jeans integrate the concept of sustainability strategy from the beginning of the
business model. Nudie’s critical path is very interesting. They are involved from the very
early stage with the supply chain and contractors. All the source of raw materials has a
100% traceability and with an approach of more core products rather and seasoning and a
slow production helps the company to need they goals with a circular and sustainable
strategy on place.
The Company has partnership with the industrial collaborations for a full transparency in all
their operations These memberships are STICA, RISE Fair Foundation and Textile Exchange.
In 2009 the company join the Fair Wear Foundation and has been for seven years in a row a
leader in performance in ethical issues. (Nudie Jeans , 2020)
The Textile Exchange a non-profit organization help them to put more value and
sustainable practice in the supply chain. The organization also helps company to identify
harmful impact in the production and implement solutions for a better future.
The Swedish Textile Initiative for Climate Action (STICA) is a very important partnership for
Nudie, they operate in the Nordic region. They support Nudie with technology and
knowledge to tackle the greenhouse gases in line with the United Nations Framework on
Climate Change and the Paris Agreement.
RISE (The Chemical Group) The Research Institutes of Sweden helps and share their
knowledge with Nudie to reduce improve and discover new materials and application in
the textile industry to reduce the chemical impact.

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MANUFACTURING
Nudie Jeans doesn’t own factories But, the
garments are all provides by responsible source
with a fair and ethical working conditions. The
company only works with high quality materials,
fair working salaries to the entire supply chain and
environmentally friendly process. (Nudie Jeans ,
2020)
Sustainability is a key element since Nudie Jeans
started and the company take this very seriously.
The company costumers they are not just
interesting in quality and fashionable products, but
the want to buy only from a brand that share their
values. In order to archive that, Nudie Jeans is
always one step further when it comes to be
sustainable. They are monitoring 97% of the supply
chain and that is not an easy target. That involved a
colossal work with all
direct suppliers and contractors. That guarantee all
human rights, safety work conditions, fair salaries
and any ethical aspect. (Nudie Jeans , 2020)
Nudie Jeans produce worldwide to reduce their
carbon footprint and support communities for
better lives.
Nudie Jeans produce only products with a wage
production cost people can live on. The Company
also works with FWF (https://fairwear.org) to verify
that all payments have reached the workers.
At the time of the Sustainability report 2020, Nudie
Jeans mentioned 32% of all workforce in the
suppliers get paid partly with Nudie Jeans shares.
(Nudie Jeans , 2020)
In 2020 the company perform 8 audits in the across
supply chain.
Nudie Jeans offer training and education to support
and improve all the workforce at the factory level,
working closely with the suppliers in India, Turkey
and Tunisia.

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But one of the most interesting programs that
Nudie Jeans joined during 2020 to support their
sustainability strategy is “Sag Salim”. The program is
an initiative to increase transparency and support
for cotton farmers in Turkey. Nudie want to be
involved with the supply chain in whole and this
step is one of the best practices to be more
sustainable.
Nudie has an animal welfare policy on place based
on the five freedoms by the World Organization for
Animal Health (OIE). Nudie Jeans support their
policy with an external and non-profit certification
GOTS and responsible Wool Standard-certified
Nudie Jeans only use Organic and Fairtrade
certified cotton. The Chetna Coalition, a network of
suppliers, manufacturers where Nudie is part help
them with produce and prepaying for cotton in
advance. That really help the farmers to planning
ahead and provide a fair income and more
sustainable economy.
In the Part 4 of Nudie’s latest sustainability report
the company focus on the climate change and
their emissions. It is very complex process for any
company to collect data accurate and use it to
target the problem. Nudie has made a great effort
to reduce their carbon footprint in any of the critical
path in the company. They start on the product
level that will include the water use and emissions
for each of their products, transport in the supply
chain, and transportation from any last supplier to
their warehouse in Sweden. They included in their
emissions packaging material used.
Nudie has also highlighted the transport and
shipped to the end consumer still has a significant
impact in their emissions. Around 3,8 kg
CO2/Product around 1-2 pair of t-shirts.

Nudie Jeans Sustainability report 8

But one of the most interesting programs that
Nudie Jeans joined during 2020 to support their
sustainability strategy is “Sag Salim”. The program is
an initiative to increase transparency and support
for cotton farmers in Turkey. Nudie want to be
involved with the supply chain in whole and this
step is one of the best practices to be more
sustainable.
Nudie has an animal welfare policy on place based
on the five freedoms by the World Organization for
Animal Health (OIE). Nudie Jeans support their
policy with an external and non-profit certification
GOTS and responsible Wool Standard-certified
Nudie Jeans only use Organic and Fairtrade
certified cotton. The Chetna Coalition, a network of
suppliers, manufacturers where Nudie is part help
them with produce and prepaying for cotton in
advance. That really help the farmers to planning
ahead and provide a fair income and more
sustainable economy.
In the Part 4 of Nudie’s latest sustainability report
the company focus on the climate change and
their emissions. It is very complex process for any
company to collect data accurate and use it to
target the problem. Nudie has made a great effort
to reduce their carbon footprint in any of the critical
path in the company. They start on the product
level that will include the water use and emissions
for each of their products, transport in the supply
chain, and transportation from any last supplier to
their warehouse in Sweden. They included in their
emissions packaging material used.
Nudie has also highlighted the transport and
shipped to the end consumer still has a significant
impact in their emissions. Around 3,8 kg
CO2/Product around 1-2 pair of t-shirts.

Nudie Jeans Sustainability report 8

When it comes to environment, Nudie Jeans is a
leader targeting the use of chemical needed in the
very early stage of the textile production. The
company only works with suppliers that comply
with the European legislation on chemicals
handling. (REACH , 2022)
Nudie Jeans have on place a Water Reduce of Use
Program in the entire production.
The company only works with suppliers with a
water waste management on place. (Egels-Zandén,
2016)

Nudie Jeans Sustainability report 8

 BRANDING

NUDIE JEANS SOCIAL MEDIA ENGAGEMENT

Pinterest
18.3%

Insta
29.9%

Twitter
Nudie Jeans and the 4.4%
Social Media in
Numbers
SURCE : NUDIE

Facebook
46.7%

Nudie branding strategy sit in strong values and sustainability the denim as created with
100% organic cotton and vegan plant base leather. Nudie Jeans Business model is based
on click-and-mortar with presence online and physical shops. (Egels-Zandén, 2016)
Sustainability and social responsibility preserve of nature is an integral part of Nudie
business model the company doing very well.
The primary target for Nudie Jeans is age 24-34, urban and well educate and person. The
brand doesn’t identify with gender, but the nature of the denim they offer (Dry denim) the
majority of Nudie customer are men 85%. Quality and atemporal jeans than last for year
and doesn’t follow fashion seasons. Later 2020 Nudie introduced a womenswear line, but
they will fit anyone looking for a narrower silhouette. (Nudie Jeans , 2020)

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 RECOMENDATIONS
HOW NUDIE COULD
IMPROVE WITH
THEIR
SUSTAINABILITY
AND CONTINUE
WITH THEIR
SUCCESSFUL STORY

Nudie Jeans has a very strong Sustainability Plan in place, and it’s very difficult to make
more recommendations to a brand that hold the award of the most sustainable brand of
the year recently.
There are few small recommendations for Nudie to continue with their goals. One is to
Change that VEGAN labels they use for a real VEGAN, environmentally friendly and
organic. At the moment that label is produced by cellulose and acrylic blended.
Unfortunately, these types of blend need chemicals and the process to recovery it is
possible it expensive. There is a better alternative for this kind of patch, like Mycelium
Mushroom, already adopted and used by Stella McCartney, and other brands, a truly
Vegan Leather 100% organic and compostable.
Try to support and implement the production closer. Most of the emissions of Nudie
comes from logistic.
And finally, but not less important. to implement the use of alternative materials. Organic
Cotton is a fantastic option instead of Non-Organic Cotton, but still the plant need a lot of
water to grow. Hemp can grow with less than half of the water compare with cotton,
Hemp also provide a natural antibacterial resistant, a great option for dry denim. And the
durability is higher. Hemp has a similar touch than cotton and it can be dye and spin just
like you would do with cotton.

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 FASHION
AND
FASHION
BUSINESS

NUDIE
JEANS

Nudie Jeans Sustainability Report

 BIBLIOGRAPHY
Nudie Jeans , 2020. NudieJeans.com. [Online]
Available at:
https://www.nudiejeans.com/sustainability/sustainable-
production/
[Accessed 05 05 2022].
REACH , 2022. REACH24H. [Online]
Available at:
https://www.reach24h.com/en/service/chemical-service/eu-
reach.html
[Accessed 10 04 2022].
Washington State University Library , 2022. Industry
Research. [Online]
Available at: https://libguides.libraries.wsu.edu/c.php?
g=294263&p=4358409#:~:text=A%20PESTEL%20analysis%20i
s%20a,organization%2C%20company%2C%20or%20industr
y.
[Accessed 08 05 2022].
Nudie Jeans, Sustainability report 2020
https://nudiejeans.com/sustainabilityreport2020/pdf
[Accessed 15 02 2022].

All Images. Nudie Jeans.com

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APPENDIX
Personal Reflection

During the course Semester A-B 2021 2022 I learned so far, a great knowledge about the basics
about Fashion Business and the Supply Chain. The marketing mix and tool well recognised in the
business to analyse and collect data to planning sales and production.
We cover few aspects how a SWOT works. An Internal tool in marketing to find Your Strengths,
Weakness, Opportunities and Threat. I found this method very useful when it comes to know your
business and start to create a plan to improve considering this very important information.
PESTEL is an external analyse for the company. It stands for Political, Economic, Social,
Technological, Environmental and Law. For my understanding this tool use by marketers is crucial
to minimise, anticipate and perform well. Without this information at hand at all the time. It
would be more likely to failure.
Fashion Business is a very complex and serious world and knowing in advance all this information
will helps any company to take the right decisions where to manufacturer, where to operate and
so on.
A great part of Semester A and B in my learning it was focus how to integrate all this knowledge
and use the marketing tools or methods in a more sustainable way.
I learned this semester as well how the fashion business works from the concept to the final
product. That involved al the process call Critical Path.

NUDIE'S
ORGANOGRAM

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APPENDIX

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