Nudie Jeans

We have Sai Gadamesetti, global procurement leader, decarbonization at Unilever.

And we have Elina Brinkburk, who's climate and environmental manager at Nudie Jeans.

So Sarah, thinking about product carbon footprinting then, how do you characterize progress on product carbon footprinting to where we are now?

We've seen a lot of change over the past five or 10 years.

Not just having the supplier commit to that, but understanding what's the change gonna be in the product, and how does that translate into your corporate roadmap.

And you can do that when you're using LCA at scale.

Elina, tell us a bit about how Nudie Jeans has developed product carbon footprinting, and what are the drivers been to this point?

point?Our work started back in 2019 when we also joined STICA, the Swedish Textile Initiative for Climate Action.

Well, I do have a tiny pair of shorts at home.

And actually, this, there's a tank top that Nudie Jeans is selling.

Oh.

It's really nice.

Yeah.

So there's this company called Nudie Jeans, and Nudie Jeans, who I love-

Great name.

Yeah, right?

[laughs]

Nudie Jeans does all these things to make sure that their jeans impact the environment as little as possible.

If you buy Nudie jeans, they will repair your jeans for free for life, so you don't buy new jeans because every pair of new jeans negatively affects the environment.

They-

Impossible to lose, but also impossible to sit on, so you can't put it in your back pocket.

And after a decade of exclusively wearing Nudie Jeans regular ALC cut Japanese dry selvedge denim, the kind of jeans you wear for six months before you wash, $300 a pair in 2010's prices.

Mm-hmm.

Worth every penny.

There's no stretch.

Yeah.

In 2014, I came to grips with the idea that I was always gonna have to have a smartphone on me, and the Nudie Jeans regular ALC cut afforded me no pockets for a smartphone.

So I had to start looking.