The decision of being sustainable and using organic cotton is the company’s own
decision and is not based on their customers’ attitude towards sustainability.
Accordingly, the company is neither positioned as sustainable nor is it the major 49
fgoal to be considered as a sustainable brand. Instead Nudie Jeans is positioned as
fashionable and the company wants to be known for their good-looking and
quality products. Being considered as sustainable is an added bonus for the
company’s image. However, the feedback from customers has been positive. In
their opinion it is good that Nudie Jeans has these values concerning sustainability
while producing cool products at the same time.