Nudie Jeans
Swedish denim brand from Gothenburg since 2001
Organic and dry denim jeans with free repairs, focused on longevity and transparent production rather than disposable fashion cycles.
About Nudie Jeans
Nudie Jeans was founded in Gothenburg in 2001 by Maria Erixon and built a reputation for organic cotton denim, dry jeans and a repair-first mindset. Repair shops and free lifetime repairs for Nudie jeans are central to the brand, alongside jeans, jackets and everyday denim-adjacent apparel.
Why consider Nudie Jeans
- Strong focus on organic cotton and responsible denim
- Free repairs that extend the life of each pair
- Swedish brand with a clear anti-disposability ethos
- Range from rigid dry denim to softer everyday fits
- European alternative to US heritage denim labels
Alternatives
Comparable non-European brands
Levi's
United StatesDenim lifestyle
Wrangler
United StatesAmerican workwear denim
Lee
United StatesHeritage American jeans
Everlane
United StatesTransparent DTC basics
European alternatives
Brand comparison
| Brand | Country | Positioning | Main category | Price level |
|---|---|---|---|---|
| Nudie Jeans |  Sweden | Sustainable denim | Clothing | Mid-premium |
| Asket | Sweden | Timeless essentials | Clothing | Mid-premium |
| Ganni |  Denmark | Playful contemporary Scandi fashion | Clothing | Premium |
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Brand details
Brand ownership
- Nudie Jeans Co
- Nudie Jeans
Market presence
- Nudie Jeans repair shops and stores
- Official online store
- Multi-brand denim and fashion retailers
- Selected department stores
- European wholesale partners
Brand timeline
- 2001Nudie Jeans founded in Gothenburg
- 2000sBuilds reputation around dry denim and organic cotton
- 2010sExpands free repair network internationally
- 2020sDeepens transparency and circular denim programs
- TodayGlobal Swedish denim brand known for repairs and organic jeans