Start your own brand Book

Start your own brand BookMaria Erixon founded the denim brand Nudie Jeans with Joakim Levin, her husband at the time, in 2001. Today the company has annual sales of over SEK 400 million; it is one of Swedens best known international brands and a global lodestar in sustainable fashion. The book offers a unique insight into the companys journey, successes and setbacks. At the time, we were almost the only company building a brand based tangibly on values. When we started Nudie

Washing initially causes the dye to bleed onto the white weft

The warp yarns have been dip dyed 20 times in pure indigo

Instead of labels it has a neck print

delicate abrasions

Slim fit jeans with a tapered leg in a mid-grey wash with a washed-out and worn-in look

We've added a light padding for extra warmth

Kaihara selvedge that has been with us since 2001

slim-fitting silhouette

pronounced twill lines and slightly coarse yarns create an exquisite surface structure and marbling effects with wear and washes

Steady Eddie II Muted Tracks faithfully replicate the fades and wear marks of an original pair of worn-in Nudie Jeans

Named for its pure-indigo dyed warp yarns

Mélange knit with solid heel and toe