The label's latest store arrives on Redchurch Street.

Just two years after Nudie Jeans opened its debut London offering in Soho, the Swedish label has landed its second store in the capital on Shoreditch’s Redchurch Street.

“We need to stay true to our philosophy and translate it into practice,” remarks Nudie co-founder Joakim Levin of the launch, “we need to keep telling our story and keep our promise of expert denim knowledge and free repairs to our customers.”

Said philosophy – repair and recycle – is key to the new shop, evident in its Repair Shop status; the 19th worldwide, the new location boasts a repair station in the centre of the floor, surrounded on one side by the label’s extensive denim range, the other complete with new look shirt and tee options.

The store design, all reclaimed wooden floors, cloth fitting rooms and cool concrete walls, comes by special delivery of Nudie’s in-house interior team; vintage furniture elsewhere provides a lived-in vibe that makes for a low key shopping experience and, as per last week’s launch party, healthy gig venue potential.

www.nudiejeans.com

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