Nudie Jeans was founded in 2001 by Maria Erixon in Gothenburg, Sweden. With a background in fashion and a passion for denim, Erixon set out to create a brand that honored the heritage of denim while championing sustainability and ethical practices. From its inception, Nudie Jeans embraced the philosophy that denim is not just a fabric but a way of life. The brand encourages the idea of 'breaking in' jeans, allowing them to develop unique fades and character over time. This approach celebrates individuality and promotes longevity, contrasting sharply with the disposable nature of fast fashion. Nudie Jeans is committed to using 100% organic cotton in all its denim products. The brand's dedication to sustainability extends to every aspect of production, from sourcing materials to manufacturing and distribution. Transparency is a cornerstone of their operations, with detailed information about suppliers and processes made available to the public. One of Nudie Jeans' most distinctive initiatives is its free repair service. Recognizing that extending the life of a garment is the most sustainable choice, the brand offers repairs in its stores and repair partners worldwide. For those without access to these services, Nudie Jeans provides repair kits to encourage customers to fix their jeans themselves. The brand also runs a 'Reuse' program, where worn jeans are collected, repaired, and resold as second-hand products. This circular approach minimizes waste and reinforces Nudie Jeans' commitment to environmental responsibility. Nudie Jeans has been recognized globally for its sustainability efforts, receiving numerous awards and certifications. The brand actively participates in industry initiatives to promote ethical practices and influence positive change within the fashion sector. Beyond denim, Nudie Jeans offers a range of apparel and accessories, all adhering to the same principles of quality and sustainability. The brand's aesthetic combines classic denim styles with modern fits, appealing to a wide audience. Today, Nudie Jeans stands as a leader in sustainable fashion, demonstrating that it is possible to create stylish, high-quality products while prioritizing environmental and social responsibility. The brand continues to inspire consumers and industry peers alike, embodying a vision for a more conscious and ethical fashion future.