Nudie Jeans started in Gothenburg in 2001, born from a shared love of dry denim, punk music, and the idea that clothes should age with you, not against you. From the very beginning, founders Maria Erixon Levin and Joakim Levin set out to do things differently: build premium jeans with a clear stance on sustainability and transparency, while keeping people – not fading (pun intended) trends – at the center of everything.
That philosophy is woven into every seam: Crafted from high-quality denim and instantly recognizable thanks to the signature (often-)orange back-pocket stitching (a subtle nod to Gothenburg’s construction cranes), Nudie Jeans balance Scandinavian functional thinking with a signature touch. Clean silhouettes, strict typography paired with hand-drawn elements, and unmistakable visual language make their jeans timeless rather than time-bound. These are not pieces designed for a season – they’re built to stay.
Central to Nudie Jeans’ identity is the idea of ‘forever jeans.’ Denim that’s meant to be worn hard, tell a personal story, and, when needed, repaired instead of replaced. As early as 2007 – long before sustainability became a buzzword – Nudie Jeans started what turned into their Repair Shops shortly after:
Embedded in their own stores, the concept offers free repairs for life, no matter when or where the jeans were bought. Worn pairs are patched, fixed, resold, or recycled, turning future waste into future vintage. It’s a holistic approach that treats denim as a long-term relationship, not a disposable product.
This uncompromising commitment to quality and longevity makes Nudie Jeans a natural fit for the BSTN universe. The reason is simple: craftsmanship and timeless design embody a BSTN core belief – that a classic is a classic for a reason – perfectly.
