Nudie
Nudie Jeans
Introduction:
Swedish denim label Nudie Jeans recommends people don't wash their new jeans for at least six months. It has also opened satellite repair stores around the world where customers can take their knackered trousers in for a free fix up. Nudie wants to be a fully transparent company. "Caring capitalism" may be an oxymoron but Nudie appears to be shifting the public gaze towards something akin to responsible consumerism.
Nudie Jeans are becoming popular and not everyone buys them for the ethics, but they soon get the hint.
Nudie Jeans is the ”naked truth about denim”. Denim has the ability to age beautifully – formed by its user into a second skin, naked and personal. The longer it lives the more character it gets. The indigo is a living colour that fades and gives the denim its character. The more you wear your jeans the more beautiful they get. Jeans are more than just a piece of clothing.
Company Background
Nudie Jeans is a Swedish clothing brand originating in Gothenburg and a subsidiary of Svenska Jeans AB, founded in 2001 by Maria Erixon, a former employee and AD of Lee Europe and Swedish designer JC. As of 2003, the company had 12 employees, revenue of 93 million Swedish kronor and a net income of 13.6 million kronor. 70% of their revenue was generated outside of Sweden.These figures are likely to have increased massively during the past 3 years as the brand has become more popular (in 2004, Nudie's net income increased by 70%)
Nudie specialises in raw and prewashed denim jeans, but the company's collection includes many other items of casual clothing & accessories. In 2003, denim jeans comprised 70% of their total sales. The brand is, alongside Acne Jeans, WESC and J. Lindeberg, one of the most successful new Swedish clothing companies (both domestically & internationally); Nudie clothing retails in over 20 countries.
Introduction:
Swedish denim label Nudie Jeans recommends people don't wash their new jeans for at least six months. It has also opened satellite repair stores around the world where customers can take their knackered trousers in for a free fix up. Nudie wants to be a fully transparent company. "Caring capitalism" may be an oxymoron but Nudie appears to be shifting the public gaze towards something akin to responsible consumerism.
Nudie Jeans are becoming popular and not everyone buys them for the ethics, but they soon get the hint.
Nudie Jeans is the ”naked truth about denim”. Denim has the ability to age beautifully – formed by its user into a second skin, naked and personal. The longer it lives the more character it gets. The indigo is a living colour that fades and gives the denim its character. The more you wear your jeans the more beautiful they get. Jeans are more than just a piece of clothing.
Company Background
Nudie Jeans is a Swedish clothing brand originating in Gothenburg and a subsidiary of Svenska Jeans AB, founded in 2001 by Maria Erixon, a former employee and AD of Lee Europe and Swedish designer JC. As of 2003, the company had 12 employees, revenue of 93 million Swedish kronor and a net income of 13.6 million kronor. 70% of their revenue was generated outside of Sweden.These figures are likely to have increased massively during the past 3 years as the brand has become more popular (in 2004, Nudie's net income increased by 70%)
Nudie specialises in raw and prewashed denim jeans, but the company's collection includes many other items of casual clothing & accessories. In 2003, denim jeans comprised 70% of their total sales. The brand is, alongside Acne Jeans, WESC and J. Lindeberg, one of the most successful new Swedish clothing companies (both domestically & internationally); Nudie clothing retails in over 20 countries.