The naked truth about denim is reflected from the passion of everyday life, where your life gives denim its unique character formed by you into a second skin, personal, naked and ready to be loved. Indigo is a living colour, the more you wear and love your jeans the more beautiful they get. This is the way of Nudie Jeans Co. Nudie jeans will always stay true to jeans their inspirations is found far from the world of glamour and catwalks.

Nudie jeans has achieved the Swedish Eco label “Bra Milijoval” Good Environmental Choice for all their second hand jeans. They work together with only a handful of partners, all of who are required to comply with their code of conduct. For the present season SS12 43% of the produced garments are mad of organic cotton. The Backbone concept dovetails perfectly with Nudie Jeans’ dry denims in terms of simplicity and sustainability. Quite simply, this is everyday clothing that fits perfectly with your dry or worn jeans.