At UK store, brand repairs its own jeans for free

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French fashion label A.P.C. has already tapped into the vintage market by customizing and reselling pre-owned versions of its jeans. Now a the Nudie Jeans Repair Shop in London is enabling customers to get expert advice and use equipment to help them repair old jeans for free. Located in the heart of Soho, the store is actively encouraging the recycling of the Swedish brand's jeans, offering a 20 percent discount off new items for those who bring in used pairs. Those jeans are then repaired and sold again to customers who prefer a more worn-in look. However, the store also…

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