Nudie Jeans have been the jeans of choice for style-conscious, non-fashion-faddy men for a while. But up until now, they’ve only been available in the UK in Liberty, Urban Outfitters and the like. Last week, the Swedish men’s jeans brands opened their debut UK store in Soho, and launched their first ever Repair Station in the same space where customers can get their Nudies altered or fixed for free by a denim specialist.

Nudie jeans are made in Italy using organic cotton so the Repair Station aligns nicely with theirs ethos of more sustainable patterns of production and consumption. At a point where retailers and clothing manufacturers are having to increasingly push the boat out to get noticed, it’s great to see Nudie taking a step back from fast fashion and sticking to doing one thing and doing it well. What’s more this practical and ethical conscience benefits the consumer by translating into jeans that are designed to last.