The production of denim demands energy and resources that cannot be thrown away after a few wears. No matter how sustainable a product is, or the percentage of sustainable materials used, reuse has a drastically lower carbon footprint than producing new. Nudie Jeans wanted to create their own eco-cycle, where they could continue producing high quality products that would be valued by customers, and incentivise them to continue rewearing their jeans.

Nudie Jeans core product is to a large extent characterized by timeless design. The company wants to create timeless and seasonless garments, clothes to wear every day and keep over time, garments that last, and garments that can live through repairs. The repair, reuse and recycling of products and materials are steps that must be taken into consideration already at the design stage.

Nudie Jeans makes repair accessible by offering free lifetime repairs to their customers, manifested in three ways: repair shops, mobile repair stations, and repair kits. The first Nudie Jeans repair shop opened in London in 2012, with later stores all utilising the repair shop framework. All Nudie stores have built in repair stations, which serve as a hub where jeans can be repaired, sold for reuse, or donated for in-house recycling. Repair shops can be found in North America, Europe, Asia, and Oceania. Nudie Jeans is scaling up their repair model by incorporating official repair partners around the world, which are typically wholesale partners, where customers can also trade-in items. Mobile repair stations, launched in 2018, tour various wholesale sellers where a Nudie Jeans repair expert will set up a space and repair jeans on the go. If customers would like to attempt repairs themselves, they can order a free repair kit, containing denim patches, thread, and fasteners.

With the exception of 2020 and the repercussions felt from the Covid-19 crisis, Nudie Jeans has seen annual growth in jeans repaired, reused, and collected. They repaired 63,281 pairs of jeans in 2019, prolonging the life of 50 000 kg of clothes. They calculated that if each customer who repaired their jeans had instead decided to buy a new pair, the production of the new jeans would have demanded 443,000 tons of water, the equivalent of 177 Olympic swimming pools. In 2020 they repaired 45,900 pairs of jeans, but also sent 2,583 repair kits to customers, insinuating that customers are increasingly more willing to attempt their own repairs when access to repair shops was limited by the pandemic.