nudie jeansThe Reason Why Nudie Jeans Started Their Brand

In 2001, Maria Erixon, the founder of Nudie, started a denim revolution with their Nudie jeans brand. The brand started with unwashed pairs of jeans only and became an International hit very quickly. Their brand infected a lot of denim heads worldwide with the blue denim virus. It became a starting point for many in the world of raw (unwashed) denim, especially for the younger (denim) generation.

The Same Agenda After Almost 20 Years

After almost 20 years they still follow the same agenda that they had in the beginning; producing their garments in the most sustainable and fair way possible. And back then, exactly as today, it all started with a pair of dry jeans.

The pair of jeans here below kicked the whole thing off for the Swedish brand. It is their legendary Japanese Kaihara fabric, 13.5oz redline ID denim. With wear, the fabric slowly turns into a unique wear pattern. Some say it is your own denim dairy.

Every Jeans Tells A Story

Every part of every pair of jeans comes with a story. At Nudie it is important for them to tell that story and be transparent throughout the production. There are a lot of elements that need to coincide with a pair of jeans to be made. Even more, if you aim to be the most sustainable brand in the world.

On their site, they give you a full and transparency overview per item where their fabrics are coming from, where they produced their jeans and even an inside in the factories.

Start Your Own F*cking Brand

By the end of last year, Maria Erixon published her book: Start Your Own F*cking Brand. She writes about the little company that became a global brand, about successes and setbacks, and the sacrifices that entrepreneurship requires. The book is also a love letter to denim and the indigo dye that turns each pair of jeans into a unique work of art – and to everyone who has been part of the journey.⁠

Read more about the book in the previous article here.

Written by Wouter Munnichs
I'm the founder of Long John. Next to running this daily magazine, I'm working as a freelance denim specialist for the industry. Titled as 'Denim Influencer 2020' by Rivet 50. Celebrated my 10th anniversary with Long John in 2021.