Swedish organic denim brand Nudie Jeans has opened a new store in Shoreditch, London.
The store is the brand’s 19th store worldwide and its second in London, joining its Repair Shop in Soho, which opened in spring 2013.
The 780 sq ft store at 19-21 Redchurch Street is designed with a ‘reclaimed meets minimalist-industrial’ aesthetic by the in-house interior design team. It features a denim Repair Station, where customers can take their jeans to be repaired or recycled, and a 3m high steel fabricated denim wall for showcasing jeans for both men and women. It also stocks denim jackets, shirts, sweaters and T-shirts.
It has reclaimed Victorian pine floorboards and vintage furniture pieces from the 1930s.
Joakim Levin, co-founder of Nudie Jeans, said: “Since we opened up the first Repair Shop in London, we’ve seen an increase in demand for our product and our service.
“This is all great, we need to stay true to our philosophy and translate it into practice; we need to keep telling our story and keep our promise of expert denim knowledge and free repairs to our customers, and therefore we felt that it was time to open up a new Repair Shop.”