Every revolution has to start somewhere.
And at the heart of a revolution are people willing to challenge the norm, ask the hard questions, and reimagine what’s possible.
Nudie Jeans is full of these people and Kevin Gelsi, their Circular Product Manager, is one of them.
Ever since day one, Nudie has done things differently and sustainability has always been at their heart. Now, they’re on a journey to be a global leader in circular denim and apparel. From pioneering repair services to launching trade-in schemes and reuse programs, Nudie is setting the example for how sustainability and circularity can exist at the same time as profitability - if you’re willing to rethink the rules.
Today, as retailers everywhere grapple with the balance between environmental responsibility and economic growth, Nudie Jeans is showing what’s possible when circularity isn’t an afterthought but the foundation of a business model.
In this interview, Kevin shares the lessons he’s learned from the challenges of developing circular ecosystems and how Nudie is pushing the boundaries of fashion with a clear vision for the future.
Nudie’s story is one of innovation, determination, and a belief that the products should be designed to last, to be loved, and to live many lives.
Thanks for taking the time to chat with us today, Kevin. To kick things off, can you tell us a bit about how you ended up at Nudie Jeans and your role as a Circular Product Manager?
My journey with Nudie Jeans started almost a decade ago. I began on the shop floor in one of our repair stores in Gothenburg. After three years in the store an opportunity came up at the head office in the sustainability department.
At its core, my role is about creating and optimizing circular systems for Nudie Jeans. These initiatives are designed to extend the life of our garments and their fibres, ensuring they stay in circulation rather than ending up in a landfill. Day to day, I work closely with our product developers, supply chain team, and retail staff to make sure these systems run efficiently.
One of our biggest challenges - and opportunities - is scaling these programs. The goal is to make circularity available to as many people as possible. But my role isn’t just about maintaining and improving existing systems; it’s also about envisioning the future. What additional services can we offer? How can we better integrate technology into our circular processes? And how do we ensure that every Nudie Jeans product - no matter where it is in its life cycle - holds value for the customer and the planet?
Ultimately, the mission is simple but powerful: to maximize the life cycle and value of every Nudie Jeans product. By doing so, we not only reduce our environmental impact but also build stronger relationships with our customers, who know they’re investing in a product - and a brand - that truly cares about sustainability.
How have you seen attitudes towards sustainability change in retail – both from customers and businesses?
It’s been an interesting shift. About six or seven years ago, there was a big push for sustainability across the fashion industry, but it was largely driven by marketing. Unfortunately, this led to a lot of greenwashing, which we’re still dealing with today.
That said, I’ve seen genuine progress as well. Consumers today are more informed, more vocal, and more demanding when it comes to sustainability. They want to know where their clothes come from, how they’re made, and what happens to them when they’re no longer wearable. This shift in consumer behavior has pushed brands to move beyond buzzwords and embrace tangible actions. Transparency, traceability, and accountability are no longer optional - they’re expected.
However, there’s a critical challenge here: the intersection of sustainability and affordability. Most people want to make sustainable choices, but their purchasing power doesn’t always align with their values. Similarly, businesses face enormous pressure to stay competitive while adopting more sustainable practices.
What I’ve learned is that the trade-off between sustainability and profitability is where the real work begins. This is where businesses need to innovate. It’s not just about creating products with a smaller environmental footprint - it’s about rethinking entire systems. For example, how can a brand offer repairs or recycling in a way that’s cost-effective? How do you create accessible solutions that meet both the economic realities of consumers and the financial needs of the business?
The exciting part is that these challenges are driving innovation across the industry. From new technologies like digital product passports to collaborative solutions like shared recycling infrastructure, there’s a growing recognition that sustainability isn’t just about individual brands - it’s about systemic change. The conversation has shifted from “Why should we do this?” to “How can we do this?” And that’s where real progress happens.
Speaking of trade-offs, how does Nudie Jeans balance profitability with its commitment to circularity?
The key to balancing profitability with our commitment to circularity lies in the fact that circularity isn’t something we bolted onto our business - it’s been part of our DNA from the very beginning. At Nudie Jeans, sustainability and circularity were principles we embraced long before they became industry buzzwords.
Take our free repair service, for example. It started organically in our stores, not as a strategic initiative but as a natural extension of who we are. Store staff would repair their own jeans and offer to fix up their friends’ pairs. Soon, customers caught on and began asking for the same service. What began as a small, instinctive gesture grew into a fully realized program. Over time, we formalized it, integrated it into our brand identity, and made it a cornerstone of how we operate. Today, this service is a promise we make to our customers, offering them a lifetime of value for every pair of jeans they buy.
Another crucial factor is our leadership. Having our founders still actively involved in the business means there’s a clear and unwavering commitment to the long-term vision. They’ve always prioritized sustainability over chasing short-term profits, and that mindset has trickled down through the company. This focus has allowed us to scale our circular initiatives at a sustainable pace. For example, when we launched our trade-in and reuse programs, we didn’t rush to expand them everywhere overnight. Instead, we carefully tested and iterated on the model, ensuring it aligned with both our values and our operational capabilities.
At Nudie, we see circularity as an opportunity to deepen customer relationships. When someone brings in a pair of worn jeans for repair or trade-in, it’s another touchpoint with our brand, another chance to demonstrate our values and build trust.
Of course, there are challenges. For instance, managing a growing inflow of trade-ins and coordinating repairs across multiple locations can be complex. But because circularity is baked into our business model, these costs are also seen as investments rather than obstacles. They’re part of the equation we need to account for and they’re meant to be offset by the customer loyalty and brand differentiation we gain in return.
Ultimately, what makes it all work is the belief that circularity is more than just good business - it’s the right thing to do.
Technology is reshaping retail. How does tech fit into Nudie’s circular initiatives?
Technology is going to play a huge role in the future of circularity. So far, our processes have been quite manual, relying heavily on the expertise of our store teams. That personal touch is important, but as we scale, we need tech to streamline operations and make services more accessible.
As I mentioned earlier, one exciting area is digital product passports. Imagine being able to scan a QR code on a pair of Nudie Jeans and instantly get all the information you need - how to repair them, where to trade them in for re-use or recycling and more. It’s about creating a seamless, transparent experience for the customer while optimizing the back-end processes for us.
Finally, what excites you most about the future of sustainable retail?
There is optimism about the future of retail, and I'm excited about where we're heading at Nudie Jeans.Two years ago, we launched our "Create Tomorrow Vintage" strategy, which goes beyond just maintaining the status quo - it’s about doubling down on our commitment to circularity and sustainability. It’s not just a marketing slogan; it’s a guiding principle that influences every decision we make. Seeing how seriously our leadership has invested in this transition - whether it’s rethinking partnerships, improving our processes, or scaling circular solutions - gives me a lot of hope for what’s to come.
What excites me most about this strategy is its focus on going back to our roots while embracing innovation. It’s about staying true to our core values of quality and longevity while finding new ways to extend the lifecycle of our garments.
Beyond Nudie, I’m also encouraged by the policy changes coming out of the EU. Directives like EPR schemes with eco-modulation and green claims are pushing the industry towards greater accountability and transparency. It’s not perfect, and progress can be slow, but the signs are there that real change is happening.
What excites me most, though, is the potential for collaboration. Sustainable retail can’t exist in isolation; it requires everyone - brands, policymakers, and consumers - to work together. Brands need to innovate and lead by example. Policymakers need to create the conditions for sustainable practices to thrive. And consumers need to continue demanding better and holding companies accountable. When these forces align, the impact can be transformative.
By pooling resources and expertise, the industry as a whole can tackle some of its biggest challenges, like textile waste and resource scarcity, in a much more effective way.
The challenges we face are enormous, but the possibilities are even greater. I believe in a future where slow and circular consumption isn’t a niche offering but the standard. And while there’s still a lot of work to do, the progress we’re making - both at Nudie and in other parts of the industry are, of course, just as great.
