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Soho launch puts UK in the Nudie

Swedish organic denim brand Nudie Jeans opened its first UK store this week, in London’s Soho.

Situated on the corner of Berwick Street and D’Arblay Street, the store (architect’s plans, pictured) also houses the brand’s first-ever repair station.

This means customers can have their Nudies altered, customised or repaired for free in-house, supporting the brand’s mission to help create more sustainable consumption patterns. The three-floor shop includes 1,075 sq ft of retail space and a 430 sq ft showroom.

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