History of Nudie Jeans

Nudie Jeans is a Swedish denim brand based in Gothenburg, Sweden founded in 2001 by Maria Erixon.

Erixon states that she is drawn to designing jeans as "the more you wear and repair jeans, the more character they have. Denim is a living fabric that changes over time – and they are for everyone, of all ages and genders".[1]

As of 2003, the company had 12 employees, revenue of 93 million Swedish kronor and a net income of 13.6 million kronor. 70% of their revenue was generated outside of Sweden.[2] These figures are likely to have increased massively during the past 3 years as the brand has become more popular (in 2004, Nudie's net income increased by 70% [3]).

Nudie Jeans specialises in raw and prewashed denim jeans, but the company's collection includes many other items of casual clothing & accessories. In 2003, denim jeans comprised 70% of their total sales.