Nudie Jeans is a Swedish denim based in Gotherburg, founded in 2001 by Maria Erixon Levin. Nudie Jeans specialized in raw and prewashed denim jeans but also includes casual clothing and accessories. Sustainability, both environmental and social, is the essence of Nudie Jeans. The entire denim collection is made from 100% organic cotton. This brand hit the market and become more popular in 2004.
Nudie Jeans is based on an idea. This idea is in turn composed of several concepts, beliefs, and a good portion of old fashioned fighting spirit. The pursuit of doing the opposite was one of the main reasons the brand got started, although not an end in itself. It was rather the passion for dry denim that pointed the brand in that direction. The raw, untreated fabric had at the time been falling into oblivion, and it wasn't sought after by the public.
Nudie Jeans’ environmental philosophy was present even before the first collection was designed. Back then, organic cotton had been around for a while, but more or less as a fly-by. The demand for these fabrics was on the decrease. The supply followed. Yet another opportunity to do the opposite. Driven by conviction and determination, the process for an all-organic denim brand took off. The share of sustainable materials increased over the years, and since 2012 all Nudie Jeans denim is made with 100% organic cotton