Nudie Jeans is proving that its circular strategy and business model can remain strong despite ongoing challenges facing the industry in 2024.
The Swedish brand released its 2024 Sustainability Report on Thursday, providing a look at how the circular company handles materials, production and products.
In 2024, Nudie Jeans AB sales increased six percent from 2023 totaling SEK 511 million (approximately $52.5 million).
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Revenue from Nudie’s own channels (e-commerce and retail stores) grew 12 percent, accounting for 66 percent of total net revenue. Though wholesale revenue decreased six percent in 2024 compared 2025, Nudie said it expects “modest growth” in the channel in 2025 and a stronger increase onward.
Europe continues to be the brand’s biggest region with 61.7 percent of sales. Australia (17.9 percent) North America (12.8 percent) and Asia (7.6 percent) accounted for the rest.
Circular business models accounted for one percent of the company’s total revenue. This includes sales of re-use jeans and products made with recycled post-consumer Nudie Jeans fiber sourced from jeans collected by the brand’s Re-use program.
In 2024, the brand sold 3,513 pairs of previously owned Nudie jeans.
Nudie remains dedicated to using organic cotton in its production. Organic and/or Fairtrade and recycled cotton accounted for 93 percent of the brand’s total fiber use last year.
However, the brand said exploring new fabrics and fibers with suppliers to decrease negative impact on climate and nature is also part of its design process.
Most of the cotton Nudie uses for denim comes from two suppliers in Turkey’s Aegean region, Akasya and Egecot. Both companies collaborate with farmers who cultivate cotton under certified organic standards and, more recently, regenerative organic practices. This has allowed Nudie to introduce regenerative organic cotton in select styles.
In 2024 the brand finalized the development of its first garments made from regenerative organic cotton. More regenerative organic cotton styles will be added in future collections.
Nudie made less denim fabrics with recycled cotton, but production is expected to increase again in 2025.
Approximately 6,000 pieces of second choice jeans—or jeans with defects from manufacturing—were used to make new denim fabrics. The garments were mechanically recycled by Nudie’s Tunisian suppliers Denim Authority and Swift Denim.
The brand also cut the legs of 550 second choice jeans from its Italian production, turning them into shorts.
Repair continues to be a focus. Nudie ended 2024 with 33 repair shops in 20 cities and 15 repair partners in 14 cities. Repair partners accounted for more than 10 percent of the yearly total.
The number of jeans Nudie repaired in 2024 declined to 68,342 pairs, down from 73,368 in 2023. However, new external partnerships and funding for a research and innovations project from the Swedish Energy Agency aim to scale and develop its circular business model overall.
