The Challenge
The brief for the Fitzroy store was to evolve the Nudie Jeans retail experience within a compact footprint, retaining existing elements while integrating new circular design innovations and increased storage flexibility.
Our Approach
Anchored in Nudie Jeans’ ongoing commitment to sustainability, the design continues to push the boundaries of circular material use. For this store, unusable traded-in denim and sand waste were transformed into custom tiles, featured across the sewing table, display tables and point of sale. These tactile surfaces give new life to discarded materials, turning waste into a refined design feature that expresses the brand’s values through texture and craft.
A warm shade of terracotta was introduced to highlight the denim through contrast, while also drawing inspiration from Fitzroy’s local art and music culture, reflected in the graphic posters displayed throughout the space. A denim wall showcasing selvage jeans celebrates the beauty of wear and age, creating a visual hero that embodies the brand’s philosophy of longevity and repair.
Natural timber, warm tones and soft denim detailing balance the store’s industrial character, while the built-in repair station at the shopfront reinforces the brand’s repair forever philosophy. The result is a calm, honest and purpose-driven retail space that reflects Nudie Jeans’ ethos of responsibility and creativity.
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Client: Nudie Jeans ANZ
Type: Retail
Size: 100 SQM
Photography: N/A Collaborators: Hallmarc National Projects -
Space planning
Concept design
Design development & documentation
Finishes, fixtures & lighting specification
Tiles are made from up-cycled traded in un-useable Nudie Jeans
We have finally found a partner that understands the brand and willing to work towards a common goal of creating design masterpieces that represent the brand. The team at X+O works tirelessly towards deadlines and fun capacity that breeds progression. The communication is clear throughout the design process right through to the invoicing stage. The overall process allows the customer, ideas to come to life in an architectural capacity that trains lights into working drawings followed by a physical manifestation.
Bryce Alton CEO Nudie Jeans Pty Ltd Australia and New Zealand.
