On the outside, Nudie is the cheeky and rebellious tweenager that dyes her spiky hair black and wears her patched up dry jeans tight. But on the inside she has a heart of gold and a dream of saving the earth – or at least the denim industry. And she has a plan. Nudie Jeans Co proudly holds the market leadership of sustainable denim production and since 2006 the declared goal has been a completely organic jeans collection. From this fall it became a reality with all dry, stretch and selvage jeans being made of 100% organic cotton.
Fashion is basically about renewal. Standing still in the fashion industry equals regression, and survival requires that the brand follows the trends of the business. Success, however, requires that the brand differentiates itself from its competitors, and maintaining success requires continuity and honesty in concept and product. A home-spun philosophy that applies to some of the world’s most successful brands. The same applies for Swedish Nudie Jeans Co.