Client: Nudie Jeans
Scope: Research, Campaign, Product Design
Project type: Teamwork
Year: 2019
As part of the ‘Marketing and Communication’ module at KEA, we were tasked to develop a campaign for Nudie Jeans, a well-known denim brand that prides itself on its sustainable initiatives. The challenge was to create a campaign that would showcase Nudie Jeans' sustainable ambitions and promote a more circular business model. As a result of extensive research on sustainability, semiotics, and the Danish market, the proposed campaign focused on collaborating with an interior design company HAY to create an innovative product.
The concept of ‘Nudie Stand’, an innovative clothing rack made of denimite, would showcase Nudie Jeans' sustainable initiatives and promote circular design. Denimite is an innovative material made of denim scraps combined under high pressure, it is waterproof, and it has adjustable density, strength, and visual texture. The 'Nudie Stand' is not only functional but also visually stunning, combining fashion and interior design uniquely. The campaign was well-received by Nudie Jeans and the Brand Design students at KEA, and the 'Nudie Stand' was praised for its innovative use of denimite and its promotion of circular design.
