Nudie Jeans
CASE STUDY
Created by Redress
Nudie Jeans
Nudie Jeans is a Swedish denim brand that produces solely with certified organic cotton. As shown in their 2022 sustainability report, their jeans are built with sustainable practices, from fair wages to supply chain transparency. Nudie Jeans shares their sustainability story through their website and social media, and educates their customers about how to wash, repair, reuse, and finally recycle their jeans.
In this case study, Redress asks Nudie Jeans about their marketing strategies, which engages customers with authentic storytelling, transparency, and product education.
Image credit: Nudie Jeans
Image credit: Nudie Jeans
Why is sustainable fashion important to your brand?
Nudie Jeans set out to be a sustainable brand from the moment it was first established. For us, sustainability was not a trend, but rather a way of life. All of our suppliers sign a code of conduct which we audit regularly. We also post it on our website to let customers know what they are wearing and how their clothes are made.
Who is your target customer and why?
Everyone and anyone who loves denim and jeans is our target, especially those who appreciate quality and who love a great fit.
What channels / tools do you find most effective when marketing your brand?
Instead of paid advertisements, we use word of mouth and we offer all customers a free pocket booklet that outlines our brand’s concept. We also work closely with musicians to promote our brand. Plus, our concept stores, website, and social media all tell the story of our brand.
Image credit: Nudie Jeans
Do you incorporate sustainability messaging into your brand communication? What is your primary message?
There are a lot of messages with our brand, but the main message is that we are 100% organic. We are here to show that great design can be made with care for the planet’s resources.
What is most challenging when talking about sustainability to consumers?
There is a lot of confusion amongst consumers about sustainability. One reason for this is brands portraying themselves as ‘sustainable’, when in fact only a part of their business may be sustainable.
How does your team develop knowledge to keep up to date with the latest marketing techniques and trends?
We focus on the product first and foremost. Marketing has never been a primary focus, because the product will speak for itself.
What are your top tips for marketing sustainable fashion?
Work with partners who share the same passion and allow your brand to speak for itself. Offer your product at a competitive price to make sustainability an attractive and accessible choice.
See Redress’s marketing guide on the power of a great media campaign and connecting with your customers through effective storytelling.