Nudie’s vision on denim hasn’t changed since they started over 15 years ago and we admire their consistency. But even more so, we agree on one of the fundamentals of the business: that it should be self-evident that you work with organic cotton, that you think about ecological credentials, that you work with fair-trade fabric whenever you can and that you do everything you can to prolong the lifespan of a pair of jeans by repairing them in stores.
Not that they would ever brag about their principles. Being humble has guided Nudie from its first moments to where they are today. This brand is always pushing the envelope for rigid, unisex and ethically produced denim. And the result is a mix of bohemian warmth and a punk rock attitude that Sweden does so well.
When you look inside the brand, you’ll see that they are about independency and a balanced life. They take things at their own pace. And it shows.