Nudie Jeans Co launch debut UK concept store

Swedish organic denim brand Nudie Jeans Co has opened its first UK store off Berwick Street in  London's Soho. The new store also contains the brand's first Global Repair Station, where customers can have their old Nudie Jeans altered and repaired for free, supporting sustainability. Customers will be able to choose from a wide range of fits and washes, as well as watching the professional denim repair experts at work. Berwick Street features independent fashion labels, vinyl shops, traditional London pubs, bespoke tailoring, textile shops, vintage clothing, original restaurants and coffee shops. Nudie Jeans is located at 29 D’Arblay Street, London W1.