Giving New Life to Used Clothing: 'Main Nué', a Swedish Repair Studio that Sees Potential in Clothing Flaws

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During my stay in Stockholm, Sweden, I stumbled upon 'Main Nué', a brand that is yet to make its debut in Japan.

With their hand-embroidered ornaments, retro-inspired appliques, and patchwork jeans that each possess a distinct expression that mirrors the playfulness of assembling toys, I felt an irresistible attraction to their items. These products emanated a warmth that is only found in handmade creations.

'Main Nué' was established in 2019 by a duo of female designers. One of the co-founders left the company last summer, leaving Maja Freiman at the helm of the brand. Maja is said to have had a strong interest in fashion since her childhood.

Today, she has become a creator who breathes new life into second-hand garments that were once considered trash by others. We spoke to Maja about everything from the genesis of 'Main Nué', the mechanics of their circular business model, to their ultimate goals involving ventures outside of fashion.

PROFILE

Maja Freiman

Co-founder of Main Nué

Breathing New Life into Old Clothes

Firstly, could you tell us about the origin of the brand name 'Main Nué'?

The name of our brand, which started as a design studio for repair, was motivated by our desire to have a name that brings to mind our concept. It was also important that it associated with hands or handmade, which is at the core of our activities.

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