Creating tomorrow’s vintage with Nudie Jeans

When we talk about circular retail, few brands walk the talk like Nudie Jeans.

At our recent Denim and Digital event in Berlin — co-hosted with our friends at Centra —guests got a behind-the-scenes look at how the Swedish denim label brings together purpose, product, and technology to create a customer experience that’s as sustainable as it is seamless.

Anna Risenfors, DTC & Brand Experience Manager at Nudie Jeans, shared how the brand’s “repair, reuse, recycle” philosophy has become a business model built on loyalty, community, and care.

This is a story about how Nudie Jeans built a model for modern retail, with Voyado running behind the scenes.

A brand that refuses to rush

Nudie Jeans began in Gothenburg in 2001, founded on a single belief: that good jeans should last. Every pair is made from organic cotton, designed to fade beautifully, and comes with free repairs for life.

It’s a bold promise, and one that has quietly built a global community. Today, Nudie operates 34 Repair Shops across 12 countries, each one a space for customers to fix, reuse, or recycle their jeans. In 2024 alone, the brand repaired 68,000 pairs, bringing its total to more than half a million repairs since launch.

As Nudie puts it, they want to be “the brand responsible for tomorrow’s vintage.” And that philosophy extends far beyond fabric. Every repair, every trade-in, and every conversation is part of a deeper relationship between brand and customer.

The smart data behind the denim

To turn those values into action, Nudie Jeans needed a way to understand and celebrate every customer’s journey — from purchase to repair to reuse. That’s where Voyado Engage comes in.

Voyado connects data across Nudie’s channels, turning every action into insight. A pair brought in for repair becomes an event in Voyado, helping the team personalize communication and track circular engagement over time.

At the end of the year, customers might receive a “Your Year in Jeans” email — a simple yet powerful touchpoint that reflects their repair history and impact. It’s loyalty marketing that celebrates care instead of consumption.

And the data goes deeper. The brand’s loyalty program, c/o Nudie Jeans, now has over 340,000 members. When a customer trades in an old pair, their 20% discount is automatically saved to their Voyado profile, ready to use online or in-store.

Nudie can then segment and reach those who haven’t redeemed their reward. This is a small automation that keeps engagement (and sustainability) active year-round.

From repair shop to fulfilment hub

Nudie’s approach to sustainability extends beyond denim and is embedded in how the brand connects every channel. Working with Centra and Sitoo, Nudie’s Repair Shops now double as local warehouses that fulfil online orders, creating a truly omnichannel experience where e-commerce and in-store retail work as one.

In Berlin, for example, 1,740 orders were shipped directly from the Mitte store in 2024 — around 10% of all German online sales. Customers can also return or pick up online orders in-store, turning digital transactions into personal interactions and giving store staff new ways to engage.

The result is a seamless journey where sustainability, service, and convenience all come together: fewer emissions, faster deliveries, and a retail experience that feels connected at every step.

The power of purpose and partnership

Nudie Jeans proves that sustainability and profitability can coexist when powered by insight. With Voyado, the brand transforms small actions like repairs, trade-ins, and returns into measurable data points that tell a bigger story about customer connection.

As the Nudie team reminded us during our visit, every repair is a story of care and proof that someone valued their jeans enough to keep them alive.

For retailers, it’s a lesson in the future of loyalty: when your values are visible in every interaction, customers don’t just buy into your brand — they believe in it.