For its latest denim campaign, Swedish brand Nudie Jeans partnered with Nordstrom to explore how different environments and lifestyles effect on denim.
Being a craft retailer itself, Nudie Jeans approached other craftsmen in different areas, ranging from coffee to music, with the intention of unearthing the same passion for their craft. Each artisan was outfitted with a brand new pair of Nudie Jeans (either the Grim Tim Dry Dirt Organic or the Thin Finn Black Ring), which they were challenged to wear every day for an entire year.
Now, a year later, the results of this unique challenge and denim campaign (titled #BreakingDenim) are trickling in, beginning with LA-based coffee aficionado Tyler Wells. As you can see from the photos, Wells' jeans are well-worn from a year of camping, hiking and other outdoor activities.
Why This Trend Is Growing
- Sustainable Denim
- Opportunity for brands to explore and promote eco-friendly denim production methods.
- Collaborative Marketing
- Craft retailers can partner with artisans in different industries to create unique campaigns and engage new audiences.
- Experience-based Advertising
- Using real-life experiences of individuals in different environments to showcase the durability and versatility of denim.
Industries Being Reshaped
- Fashion Retail
- Brands can leverage the popularity of sustainable clothing options and create a niche in the market.
- Craftsmanship
- Craftsmen in various industries can collaborate with denim brands to showcase their work and reach a wider audience.
- Outdoor Recreation
- Outdoor gear and apparel companies can explore partnerships with denim brands to highlight the durability of their products in real-life outdoor activities.
