One of Sweden’s largest jeans brands is re-establishing and upgrading. The well-known Gothenburg brand Nudie Jeans has opened a new store on Jakobsbergsgatan in Stockholm and at the same time took the opportunity to update with a new interior design concept. The store places great emphasis on sustainable production and use, it is no longer just about selling jeans that should also last a long time. The store is characterized by a strong vintage feeling with a choice of materials such as copper, spruce and tin in combination with denim fabric. The store has also been given a different color scheme that most closely brings to mind classic factory premises, combined with clear display surfaces and a floor made entirely of denim fabric.