Nudie Jeans Gothenburg - Sweden's cult fashion brand
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Nudie Jeans Gothenburg

When Maria Erixon established fashion brand Nudie Jeans in 2001 in Sweden’s Gothenburg, ‘fairtrade’, ‘responsible consumerism’ and ‘organic’ were not yet the design buzzwords they are today. Driven to expose the ‘naked truth’ about denim, Nudie Jeans came into being, a denim brand for the fashion savvy that focus on the quality and longevity of their product.

Nudie Jeans Gothenburg - Sweden's cult fashion brand
Nudie Jeans Gothenburg - Sweden's cult fashion brand
Nudie Jeans Gothenburg - Sweden's cult fashion brand
Nudie Jeans Gothenburg - Sweden's cult fashion brand
Nudie Jeans Gothenburg - Sweden's cult fashion brand
Nudie Jeans Gothenburg - Sweden's cult fashion brand

The laborious process has a mysterious alchemy to it. The green solution in which the garments are lowered and left to soak, leaves the denim yellow when taken out. In the air, the dye reacts with oxygen and turns green again, only after that it turns it characteristic glorious blue.

Only a limited number of garments can be dyed this way, as there’s only so much dyestuff to be extracted from a crop harvest – 1000 kilos of leaves makes 1 kilo of dye. No wonder Nudie Jeans recommends customers don’t wash their new pair for at least six months. At their Gothenburg shops (indeed, at all their international fashion premises), visitors are taken through the range and told where the jeans come from (India, Turkey and Italy) and how to care for them.

Nudie Jeans specialises in raw and prewashed denim jeans, but the company's collection also includes many other items of casual clothing & accessories.

When heading to Southern Sweden on your way to Gothenburg’s first boutique hotel, Hotel Flora, be sure to have the best clad legs out there. There are a handful of Nudie Jeans shops in town, one even a hop and skip away, around the corner on Vallgatan.

Woad Plant used in the colouration of Nudie Jeans Gothenburg - Sweden's cult fashion brand
Nudie Jeans Gothenburg - Sweden's cult fashion brand
Dye process- colouration of Nudie Jeans Gothenburg - Sweden's cult fashion brand Nudie Jeans Gothenburg - Sweden's cult fashion brand
Authenicity label Nudie Jeans Gothenburg - Sweden's cult fashion brand
Nudie Jeans Gothenburg - Sweden's cult fashion brand Nudie Jeans Gothenburg - Sweden's cult fashion brand
Nudie Jeans Gothenburg - Sweden's cult fashion brand Nudie Jeans Gothenburg - Sweden's cult fashion brand

Editor’s Journal Edit

Images © Nudie Jeans, Samuel Unéus

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