About Us
Nudie Jeans was founded in Gothenburg in 2001 by Joakim Levin and Maria Erixon Levin with a simple idea: make clothes that deserve to be repaired, loved, and worn for a long time. From day one the company chose European production, long-term relationships with suppliers, and, wherever possible, organic materials. Not because it was fashionable, but because it was right.
Born out of a desire to make denim in an honest and conscious way, Nudie Jeans has always been a counterpoint to the commercial fashion industry. The company has never taken external investment and has grown organically into a global brand with stores in cities such as London, Berlin, Sydney, and Stockholm.
Today Nudie Jeans is sold in more than 50 countries, operates 34 stores, and repairs more than 70,000 pairs of jeans each year. It is a tangible expression of the brand’s view on sustainability: that fashion should not be about producing more, but about taking care of what already exists.
Press releases
Nudie Jeans: Swedish Cult Denim Brand Lands in Bristol
Nudie Jeans is opening a new UK Repair Shop on Park Street, bringing its signature blend of denim, culture, and sustainability to one of... read more
09.12.2025 • By Nudie Jeans Co.
