Clothes aren't killing the planet, but mass consumption is. 

Clothes aren't killing the planet, but mass consumption is. That is, our need to constantly change our look, a need created by the fashion industry. People call themselves fashion victims, but the only true victim to fashion is the climate.
Now, they say the fashion industry is changing for the better, but is it really? Sure, it's great to see collections that are more sustainable, but what good does it do if they encourage people to throw their sustainable clothes away when the new sustainable collection arrives? So, the question is, are these sustainable collections really taking any burden off our planet, or are they just taking the guilt out of consumption?
Don't get us wrong, we like sustainable styles, produced in a sustainable way. But to truly make a change for the better, we also have to create sustainable lifestyles. We have to make it stylish to not change our style every week. Create clothes that are meant to be worn a whole life. Clothes that last forever, both in quality and looks. Clothes that become more beautiful the more you wear them, the more you repair them. Clothes that can be handed down for generations. Clothes that become vintage, instead of garbage.
So, the journey ahead for Nudie Jeans is the journey we've been on since day one - the ever-changing and ever-challenging journey to create tomorrow's vintage.
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