Nudie Jeans London by Maria Erixon Levin
The London store of Swedish denim brand Nudie Jeans has been fitted out as a repair station to mend old jeans (+ slideshow).
Original architectural features in the shop such as crumbling mouldings have been kept along with rough plastering to give a vintage appearance.
On the ground floor clothing and accessories are displayed on metal shelves, while more garments are hung on rods suspended from the ceiling.
Sewing machines threaded with orange cotton are lined up ready to fix customers' ripped attire.
One wall, painted petrol blue to match the exterior, has a grid of white hooks to hang jeans from their belt loops.
Curtains made from patches of old fabric form circular changing booths against a tiled wall in the basement.
More clothes are set on a metal cabinet topped with wood, additional shelving and rails against the white and plywood surfaces downstairs.
Wooden blocks laid on the floor like bricks are covered with rugs made from recycled denim, reinforcing the repair and reuse concept.
Nudie Jeans creative director Maria Erixon Levin used a Gothenburg food market as a reference when designing the shop.
Other related stories include a pavilion built by G-Star Raw to display their clothes at Tokyo Designer's Week 2007 and an installation of lightbulb arches in a Diesel gallery.
We spoke to Miguel Fluxá, head of shoe brand Camper, at the opening of the brand's lastest New York boutique where he explained why all their shop interiors are different - read the interview here.
Read on for the press release:
Swedish organic denim house, Nudie Jeans, this month debuted their first UK concept store, and officially their first Repair Station in the world, in the Soho district of London, UK. The 15th concept store for the brand, London follows Stockholm, Tokyo, Los Angeles,Zurich, Barcelona, Sydney and Nudie’s own backyard Gothenburg.
“We are very excited to be opening our first UK store, which will give us the opportunity to really tell our unique concept. The UK is one of our biggest profile markets and our store will meet the demands we have seen for our brand globally,” says Andreas Åhrman, Sales & Marketing Director.
Standing in a prominent location on the corner of Berwick and D’Arblay Street, the 100-square-metre store is presented over ground and basement floors, with a 40-square-metre showroom housed above. The interior concept is designed by creative director Maria Erixon and inspired by a Gothenburg food market, featuring raw and rustic vintage fixtures juxtaposed against a stark bright backdrop, while carefully preserving the beautiful architectural features.
The London store houses the first official Repair Station globally, and offers customers a complimentary repairs and alterations service by one of the experienced Denim Specialists.
The repair and reuse initiative reinforces Nudie’s ardent strive to set a new standard in sustainable production. With Nudie’s extensive range of unisex fits and washes, the store will be the faultless place for London and international visitors alike to find a perfect pair of jeans guided by seasoned denim experts.