Nudie Jeans: The Longer it Lives the More Character it Gets
Nudie Jeans is a Swedish premium clothing brand originating in Gothenburg and a subsidiary of Svenska Jeans AB, founded in 2001 by Maria Erixon, Joakim Levin and Palle Stenberg. These three Swedish denim aficionados cut their teeth working for Lee, with no flash advertising campaigns. Nudie jeans has built a very strong underground following and are rated as amongst the best jeans available by denim geeks the world over.
Nudie might not have the heritage and history of the original American denim brands, but the company does have strong principles. Each pair of Nudie jeans are made from the finest organic denim available with no sweatshop labour. Nudie represents the”naked truth about denim”. Denim has the ability to age beautifully – formed by its user into a second skin, naked and personal. The longer it lives the more character it gets. Nudie specialises in raw and prewashed denim jeans, but the company’s collection includes many other items of casual clothing & accessories. In 2003, denim jeans comprised 70% of their total sales. The brand is, alongside Acne Jeans, WESC and J. Lindeberg, one of the most successful new Swedish clothing companies.
Nudie clothing retails in over 20 countries. As Nudie Jeans grow in popular culture, celebrities around the world are being spotted wearing these designer jeans. When celebrities get pictured sporting certain items of clothing, their fans normally latch on to their style and try to copy them. This can only be a good thing for the fans of Nudie Jeans that so many celebrities now want to wear this stylish brand.
They love jeans, a passion they share with everyone who mourns a pair of worn out jeans as a close friend. Jeans share the same soul and attitude as music. The inspiration springs from the same dreams. As a true jeans brand they are not looking for the short-term trends. The inspiration is far from glamour and catwalks. The collection is tight, like a rock band, reflecting the feeling of everyday life. Design goes beyond creating just a product that serves to fulfil a need or a function. The philosophy of Nudie Jeans is to become part of your dreams. Jeans have a natural built-in dream and attitude. Nudie is the “naked truth about denim”. Denim has the ability to age beautifully – formed by its user into a second skin, naked and personal. The longer it lives the more character it gets. The indigo is a living colour that fades and gives the denim its character. The more you wear your jeans the more beautiful they get. Jeans are more than just a piece of clothing. Nudie Jeans will stay true to jeans and all about jeans.
“We strongly recommend people to not care about trends. Follow your heart and passion instead and we will get a world of multitude and beauty instead of conformity and boredom.” Nudie Jeans
Nudie Jeans available at Stuarts of London