Nudie Jeans, the popular Swedish youngster brand, started their successful journey in 2001. Maria Erixon Levin, founder of the brand, believes that no fabric ages quite as beautifully as denim, the longer you wear your jeans, the more character and attitude they acquire. You shape your jeans with your lifestyle, and they become like a second skin". This vision is carefully translated in Nudie’s collections, which all include raw, rock’n’roll elements.
However the brand is more than just rock’n’roll, ever since the company was founded in 2001, Nudie Jeans has had a vision of completely organic denim collections. Over the years the brand has ambitiously worked to fulfill this vision and gradually the share of organic garments has increased. In the fall of 2012 Nudie Jeans delivered a denim collection entirely made from organic cotton. The environmental thinking also includes all accessories such as pocket linings, buttons and rivets.
Levin explains: “To make this happen we had to start from scratch, change the way we work and together with our suppliers develop our very own organic fabrics. It’s been a struggle, to say the least, but it also gave us the opportunity to develop these fabrics in our own direction”.