Nudie Jeans: The Antidote to Mass Merchandising


The Morning Post:- 12th August

“Nudie Jeans: The Antidote to Mass Merchandising”

If you want to experience something which is so far away from mass merchandising as it is possible to be then look at Nudie Jeans, and if possible, visit one of their stores.

Nudie Jeans is a Swedish clothing brand originating in Gothenburg, founded in 2001 by Maria Erixon, a former employee and AD of Lee Europe and Swedish designer JC. Erin.

“A High-Quality Product Made in a Fair Way!”

The concept behind the brand is that…
“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”

What you’ll notice in the store is the amount of space given over to the repair shop and the changing rooms, because free repairs and satisfied customers walking out of the store with the same jeans they came in with is at the heart of Nudie.

Nudie jeans are expensive, but customers are unbelievably loyal, ambassadors of the brand.

Brand & Customer Responsibility

Both brand and customer live and breathe the same philosophy and ethos. They are not actively against commercialism, but they stand firmly behind social responsibility, and against throwaway fashion, waste and exploitation in the supply chain.

Together they believe in the added-value that these morals bring to the product. Nudie specialise in, and promote, free reparation of their product and the recycling of materials from products that are beyond repair.

An owner for life!”

It makes for a very successful business.

Look at the website and the customer profiles and endorsements. There are people who literally have a pair of Nudie Jeans for life.

They believe it takes time to “break-in” a new pair of jeans, which becomes an adventure together.

Product Transparency

Nudie specialises in raw and prewashed denim jeans, but the company’s collection includes many other items of casual clothing & accessories. Denim jeans comprised 70{9a7291a7292e83c5148384adada0c82317c2655f4bcb859b5345564a4c272287} of their total sales.

Every step of every product is transparent in where and how it was made and by whom. This not only includes the environmental credentials of the manufacturer but the transportation route and the sustainability of the logistics.

Take a further look at the website and see for yourself the most detailed product accountability you are ever likely to see.

Life stages of denim jeans.

The concept behind Nudie jeans of 100{9a7291a7292e83c5148384adada0c82317c2655f4bcb859b5345564a4c272287} organic denim, environmentally friendly production methods, repair, recycling and re-use is also consistent with the materials and construction of the physical stores.

Location planning of stores is meticulous to ensure that the local customer profile is in-line with these most stringent principles. Perfect for the ethics of Shoreditch and therefore perfect as a location for the Nudie Jeans repair shop in London.


Is your business built on passion and philosophy from end-to-end?

Do you resonate with your customer far beyond the aesthetic of the product?

We can help?

Sleep on it and give us a call in the morning…

0044 79676 609849



I'm Tim Radley and I started VM-unleashed! in 2007, and as the one who makes most of the decisions, and does most of the work, then I guess that makes me the Managing Director. I've now been doing this sort of thing for over 20 years now, so hopefully i know my way around the retail block ...but hey, what do I know?

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