We love jeans, a passion we share with everyone who mourns a pair of worn out jeans as a close friend. Jeans share the same soul and attitude as music. The inspiration springs from the same dreams. As a true jeans brand we are not looking for the short-term trends. The inspiration is far from glamour and catwalks. The collection is tight, like a rock band, reflecting the feeling of everyday life.

Design goes beyond creating just a product that serves to fulfil a need or a function. The philosophy of Nudie jeans is to become part of your dreams. Jeans have a natural built-in dream and attitude.

Nudie will stay true to jeans and all about jeans.

Nudie 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.