Nudie Jeans Co

Brand Profile

The Swedish born denim company was founded in 1999 and specialize in raw and pre-washed denim jeans (however the collection has also grown to include many other items of casual clothing and accessories).  As a brand, Nudie is extremely unique with the philosophies that surround their products.

Nudie jeans 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 – the idea that the jeans have a natural built-in dream and attitude.

Referred to as the ”naked truth about denim”. The magic of Nudie jeans denim is their ability to age beautifully – formed by its wearer into a second skin, naked and personal. The longer it lives the more character it gets. The indigo is described by the brand as a living colour that fades and gives the denim its character. The more you wear your jeans the more beautiful they get…

Based in Goteborg, the Nudie jeans headquarters is situated on the Swedish west coast. Being an old seaport and industrial hub of the region the city is closely linked to the heritage of denim and worker’s tradition. Such heritage-  one that is firmly rooted in Goetborg -  can be seen reflected in all the Nudie Jeans campaign images. Their photo shoots take place in and Goteborg and feature their friends rather than professional models.

Unlike many other big denim giants, Nudie does not claim “original” American history. Instead they have seen the denim challenge as a way to reflect the feeling of our everyday life and to emphasize the genuine feeling that jeans, together with the music culture, has left behind. The challenge is also to keep the denim concept tight within small frames. As a true jeans brand Nudie are not about 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

From lightweight to heavyweight, crosshatch to neps and streaky constructions in broken twill, left hand or selvage denim, Nudie jeans are made of the very best Italian, Turkish and Japanese denim qualities. The jeans are all made in Italy, including sewing, washing and other treatments- with some taking up to twenty stages to achieve the authentic ‘Nudie’ look and feel.

Spring/Summer 2011 collection

Nudie Jeans is a brand with a heart and soul of dry denim. As the perfectcomplement to dry denim Nudie Jeans launches a new core program ontops. The concept is called Backbone and is a complete jersey programconsisting of nine different fits including a tank top, long and short-sleevedt-shirts and a sweatshirt. In addition to the tops there are also two different fits on underwear; briefs and boxers. All products are made of organic cotton and produced in Europe. Each garment comes in recycled paper packaging,confirming the obvious idea that Nudie Jeans stands for simplicity and sustainability.All products are available in four different colours: off-white, grey melange,indigo and black. 

Khaki and canvas is the cradle of denim. We decided to go looking for our own denim origin.We found it on the Swedish west coast on a smallarchipelago island called Gullholmen.

We could confirm the relationship between indigo, khaki andthe local hickory stripe and the black cutters that sailed from here to all over the world. This visit wasthe inspiration and source to what we now present to you as a whole new line of bottoms and topscalled Nudie Jeans Khakis.The Khakis are available in four different fits (picturedabove) and various different fabrics/washes. You willfind them in selected stores in July 2011.