In 2001, the historic port city of Gothenburg became the birthplace of Nudie Jeans, founded by Maria Erixon. With a profound respect for denim's heritage and a forward-thinking approach to sustainability, Erixon set out to create a brand that would revolutionize how people perceive and wear jeans.

Nudie Jeans was founded on the belief that denim tells a story—a personal narrative that unfolds with each wear. The brand champions the idea of "dry denim," encouraging customers to forgo washing their jeans for as long as possible to allow natural fades and wear patterns to develop. This philosophy not only celebrates individuality but also reduces water consumption, aligning with the brand's environmental values.

From the outset, Nudie Jeans committed to ethical production practices. The brand exclusively uses 100% organic cotton for its denim, ensuring that the raw materials are cultivated without harmful chemicals. Transparency is a cornerstone of their operations, with detailed reports on supply chains and manufacturing processes made available to the public.

Perhaps one of the most distinctive aspects of Nudie Jeans is its free repair service. Recognizing that extending the life of a garment is one of the most sustainable choices, the brand offers repairs at their stores and repair partners worldwide. For those unable to access these services, they provide repair kits to encourage do-it-yourself mending.

Nudie Jeans' product range combines classic denim styles with modern fits, catering to a diverse array of preferences. The brand also produces a selection of tops and accessories, all adhering to the same principles of quality and sustainability.

Through campaigns and initiatives, Nudie Jeans raises awareness about environmental issues and promotes responsible consumption. Their "Recycle Denim" program encourages customers to return old jeans, which are then repurposed or recycled into new products.

Today, Nudie Jeans stands as a paragon of how fashion can be both stylish and conscientious. The brand's unwavering dedication to sustainability and social responsibility has not only garnered a loyal customer base but has also influenced industry standards, proving that ethical practices and commercial success can go hand in hand.