Brands proudly tout the honesty and authenticity of their advertising and marketing comms. Every now and then it’s really, REALLY real. Here’s what Nudie Jeans sent to The Stable this morning:

“We have recently launched a new campaign that summarises who we are and what we stand for. It’s not the kind of award-winning bullshit that the ad industry in general focuses on. Instead, this is us speaking from our hearts (and it’s 100% produced in-house).”

Behind that campaign from the heart is a manifest from the heart: “Clothes aren’t killing the planet, but mass consumption is. That is, our need to constantly change our look, a need created by the fashion industry.

“People call themselves fashion victims, but the only true victim to fashion is the climate. To truly make a change for the better, we have to make it stylish to not change our style every week.

“Create clothes that are meant to be worn a whole life. Clothes that last forever.
Clothes that become more beautiful the more you wear them, the more you repair them.

“Clothes that become vintage, instead of garbage.

“So, the journey ahead for Nudie Jeans is the journey we’ve been on since day one – the journey to create tomorrow’s vintage.”

Here is the campaign: