Before I discovered Nudie Jeans Co, shopping for jeans was an activity I dreaded.
I was first introduced to the brand when I started working in a dusty menswear store in Chichester, UK 7 years ago. I’ve loved it ever since.
But even before I found Nudie I would wear my jeans – unwashed - for as long as possible. When I finally came to accepting the demise of an old pair, it would be a sad day. Not because they had a special place in my heart, but because this marked the start of many days pursuing a relationship that might never materialise the way it was planned. Like marrying Chloe Sevigny before you’ve even met Amber Heard.
I found it hard finding jeans that were just the right amount of skinny. When I did I would buy two or three pairs to save me the same agony later.
When I finally discovered Nudie, it was a very satisfying day.