NU JEANS
par TIFFANY

Gerard (dos)

If you are like me, you wear your jeans everyday a lot. Given that my jeans are like a second skin, I like the idea of wearing something organic. I was happy to discover Nu jeans.  Jean-Philippe, one of the co-founders of Nu believes that we have a lack of respect for the creation of the products we consume. He and his business partner Maxime are trying to change this mentality by offerering jeans that should be “worn to death”. And since my jeans are in heavy rotation, I like what Nu is all about.

I asked Jean-Philippe the question, “Why jeans?’. He explained that jeans are a critical product that symbolize the problem of fast fashion. The main goal of Nu is to produce high quality essential pieces that are organic and ethically produced. Jean-Philippe knows a lot about this because he studied sustainable development, and is interested in how we can apply these ideas to fashion. What is impressive to me is that Nu boasts a small area of production. There is a mere two hundred kilometers between cotton field and production. The denim itself is raw—a very rare quality in these days of worn-in, whiskered denim that you can buy off the shelf.  It’s these chemical treatments that have devastating effects on the environment, and on the people who are making them. And to emphasize how silly this used-denim trend really is, Jean-Philippe says, “If you buy a car, you don’t buy one that is a bit broken.”

Nu hopes to go beyond the concept of organic, and affect the way we consider clothing consumption. They have strong beliefs balanced with a good sense of humor (read their ten commandments), as well as a passion to create products of quality that aren’t just another pair of jeans.

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