Nudie Jeans

The Challenge

The brief from Swedish Nudie Jeans was to convey their unique positioning as an antidote to fast fashion. Nudie not only makes jeans of durable quality, but they also offer to repair and refurbish their garments so customers don’t have to replace them. The challenge was to communicate this in an industry awash with fast cuts and twirling models.

The Solution

Just as Nudie chooses to go long when others go short, we decided to go slow, thoughtful, and reflective to contrast with the disposable, momentary imagery of the industry. We wrote a narration to carefully convey what we thought must be the point of view that underpins the typical Nudie shopper. We used AI to achieve the right tone of voice and slowed down the piece to fill 75 seconds of meditation on the theme of consumption. The film was shot in the brutalist environment of London’s Barbican, showing a girl unafraid to use something from yesterday: an old camcorder. The final frame sees her defiantly stare into the lens, the Nudie customer is confident, clear…and convinced of her opinion.