With only a handful of concept stores throughout the world (Sydney, Melbourne, Los Angeles, Zürich, Stockholm, Barcelona and Gothenburg), Nudie Jeans Co opened its concept store on James Street in Fortitude Valley. As well as stocking an array of denim, Nudie Jeans Co on James Street hosts The Repair Shop, seeing old Nudie jeans patched up and repaired on the spot for no extra cost. Denim-donners can also trade in their old jeans for discounts on new apparel. Under Nudie’s Repair Reuse Reduce campaign, the old jeans are remade into something new and sold again with the Swedish Society for Nature Conservation eco accreditation ‘Bra Miljöval’ or ‘Good Environmental Choice’ tag. The campaign also encourages the repairing of jeans (whether yourself or in-store), extending the life of the fabric. Gents will also find tees, sweaters, button-ups, belts and jackets in-store, with all the jeans based on fit – meaning ladies can hop on into the plethora of styles too.