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Nudie Jeans is a Swedish brand founded in 2001 by Maria Erixon and her then husband Joakim Levin. Nudie Jeans is the “naked truth about denim.” The belief that denim has the ability to age beautifully and can essentially form into the user’s second skin is what drives Nudie Jeans Co to create a jean that is both naked and personal.
Nudie Jeans takes pride in manufacturing their products in a fair and ethical way and has been environmentally-forward thinking long before most brands. All denim is made out of 100% organic cotton. Non-organic cotton accounts for 25% of the world’s use of artificial pesticides so by using strictly organic cotton, this is Nudie’s way of being a more sustainable brand.
Nudie believes that the indigo they use is a living color that fades and gives denim character. The longer Nudie jeans are worn, the more character they get. This passionate view about denim and the fact that they avoid short-term trends has made Nudie a staple in the denim industry and validates the statement that “jeans are more than just a piece of clothing.”