Nudie Jeans is a Swedish denim brand founded in 2001 by Maria Erixon and headquartered in Gothenburg. Its parent company is Svenska Jeans Holding.[1] The company repairs more than 65,000 pairs of its jeans annually at its stores.
History
Maria Erixon founded Nudie Jeans with Joakim Levin, her husband at the time, in 2001. Erixon has stated that she is drawn to designing jeans because "the more you wear and repair jeans, the more character they have. Denim is a living fabric that changes over time – and they are for everyone, of all ages and genders".[2]
Business practices
Nudie Jeans have prioritised sustainability and social responsibility in their business practices.[3][4]