Nudie Jeans

Nudie Jeans was founded in Gothenburg, Sweden, in 2001 by Maria Erixon Levin and Joakim Levin. Erixon Levin had previously worked as a design director for Lee in Europe. The new business gave her a setting in which to develop jeans around her own preferences for fabric, fit, and how denim changes through wear.

Dry denim became central to the label’s identity. Its appeal depended on the wearer gradually shaping the fabric, with fading and creasing producing a record of daily life. The orange stitching on the back pockets supplied a recognizable visual signature, while different fits allowed that approach to extend across a range of silhouettes.

The company made organic cotton a defining part of its material policy, completing the transition across its denim collection in 2012. Repair Shops developed the relationship beyond the original purchase, offering free repairs for Nudie Jeans products. Reuse and take-back programs gave worn clothing another route into circulation.

The collection has expanded to include denim jackets and other casual pieces, but jeans remain its foundation. Nudie Jeans links a Swedish perspective on everyday clothing with a practical interest in longevity. Its model asks the customer to treat wear and repair as part of a garment’s value, allowing an established pair of jeans to become more personal over time.