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Story

Nudie Jeans kicked off in Gothenburg in 2001, fueled by a love for dry denim, punk music, and snus. From day one, founders Maria Erixon Levin and Joakim Levin built Nudie Jeans on strong values, with sustainability and human rights at the core. Beyond fair wages, organic cotton, and transparency, they wanted to create a community that cares. Nudie Jeans began repairing jeans as early as 2007 because each pair is meant to be “forever jeans”, the kind you repair, not replace. Today, Nudie Jeans Repair Shops are places to get your jeans fixed (for free), resold, or donated to Nudie Jeans’ recycling program – all to create vintage, not garbage.

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Create tomorrow's vintage

Nudie Jeans article visual, woman in yellow dress with paper bag over head, text on mass consumption in fashion.
Person in yellow dress sitting against concrete wall with plastic bag over head, Nudie Jeans on mass consumption.
Model in black Nudie Jeans outfit lying on cobblestone dock at dusk with shipyard cranes in the background.
Model in black Nudie Jeans outfit lying on cobblestones at a shipyard harbor at dusk with cranes behind.
Nudie Jeans collage with discarded heels, person in jeans walking, and slogan "Make it stylish to not change style every week."
Nudie Jeans collage with shoes, recycling bin, and denim, 'Make it stylish to not change style every week.'
Nudie Jeans "Free Repairs Forever" illustration with safety pins, handwritten note on clothes that last, worn denim pocket detail.
Nudie Jeans Free Repairs Forever poster above worn light wash jeans with patches and paint splatters.
Worn Nudie Jeans raw selvedge denim with paint splatters, repair patches on knees, and rolled cuffs.
Collage of well-worn and raw Nudie Jeans showing faded indigo washes, repairs, and leather logo patches.
Handwritten Nudie Jeans note, "the journey to create tomorrow's vintage," with vintage underlined in orange.
Handwritten Nudie Jeans note, "The journey to create tomorrow's vintage," with vintage underlined in orange.

Related Articles

Four people wearing nudie jeans and jackets walking on a dark street, photographed from a low angle.
Four people wearing nudie jeans and jackets walking on a dark street, photographed from a low angle.
Regular alf
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Regular Alf was first launched in April 2001. It debuted in dry Kaihara selvage denim. Now, 25 years later, it returns in the same Japanese fabric.

Person in denim and cap riding a red bike past a building, with text about Ace Selvage clothing. Tools and fabric swatch visible.
Person in denim and cap riding a red bike past a building, with text about Ace Selvage clothing. Tools and fabric swatch visible.
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These pairs of Ace Selvage started out dry. Then life did the design.

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The Denim Reimagined series continues across the pond as some challenges need creativity more than they need strategy.

Nudie Jeans x SewMe Collective
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In a fast-fashion world, we turn to the SewMe Collective for their craft and creativity, inviting them to reimagine our damaged garments into unique, handmade pieces.

Nudie Jeans staff holding stacks of raw selvedge denim, "Exploring the Nuances".
Nudie Jeans raw selvedge denim comparison, "Exploring the Nuances".
Exploring the Nuances: A Comparison of Dry Selvage and Dry Ace Selvage
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In this article, we explore the differences between two of our most notable Japanese selvage denim fabrics – Dry Selvage and Dry Ace Selvage – highlighting their unique attributes and their impact on distinct aging properties.

Person holding raw cotton in a field, surrounded by cotton plants, wearing a light blue shirt and dark pants.
A person holds raw cotton in their hands, standing in a cotton field with green leaves and white cotton bolls.
Regenerative Organic Cotton
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A few brands use organic cotton. Many go regenerative. We're the unicorn that does both

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