Nudie at 25
On July 26, 2026 Nudie Jeans celebrated it's 25th Anniversary at the Cork & Screw Country Club Senayan in Jakarta, Indonesia.
The event included live music from artists such as Efek Rumah Kaca, Patras, MERAK and Jo Soegono. It also featured a special art installation titled "Den Den" by Kanko Takaya which was constructed from unused Nudie Jeans to highlight reuse and sustainability.
The anniversary's focus was to celebrate the return of Nudie's classic four "original line-up" denim models.
"It didn’t really feel like starting a company, it felt more like starting a band. Friends stepping in, helping out, doing a bit of
everything and figuring things out as they went, because there wasn’t another way.
And sometimes things went wrong, which they still do"
- Joakim Levin. CEO and Co-Founder
When Nudie Jeans Co was founded it's philosophy was to build a jeans brand that not only was transparent about the sourcing of materials and manufacturing process of it's product but also to create a community that cared about the longevity of it.
Today 25 years on their values remain as solid as ever providing a free Repair service (since 2012) with dedicated repair stores in over 30 countries and "repair partners" usually Nudie stockists, in countries worldwide.
Nudie offers a trade-in deal where you can return a used pair of their jeans and receive 20% off of a new pair. These trade-in jeans are repaired if possible and sold in a Reuse pre-loved denim range which gives the jeans a second life.
Nudie's signature orange stitching arcuate. Inspired by Gothenburg's construction cranes
Nostalgia
When Nudie Jeans started production only 3 fits of jeans and a single denim jacket were available, since then they've produced around 48 different jean's models, some discontinued allowing space for new models to help keep the range current.
The four "Original Line-up" have returned this year (2026) to add a touch of nostalgia to the existing collection.
The only three models available in 2001
Regular Alf Dry One
Crafted from Nudie's very first Dry denim fabric. 13.5oz organic cotton from the Candiani Mill in Italy
Slim Jim Dry Two
Woven from organic ring spun cotton. 11.5oz rigid denim from Candiani
Flare Glenn Dry One
13.5oz rigid organic cotton from the Candiani mill in Italy.
Nudie's first Dry denim
Nudie Jeans - Still naked after all these years?
”Every pair of jeans we make is designed to be your 'forever jeans.'
They're the kind you'll want to repair, not replace.The kind you'll hand down to your kids, who'll hand them down to theirs.
We're not just making clothes; we're creating future classics. Clothes that become vintage, instead of garbage”
- Nudie Jeans Co.
- Nudie is a big supporter the Apparel and Footwear Transparency Pledge, which encourages the textile industry to share information about the factories where they produce their goods.
- In 2012 Nudie started using organic and responsibly sourced cotton for all of their jeans range. In 2017 they started using organic cotton for their entire range of clothing.
- Their cotton is certified by GOTS - Global Organic Standard meaning there are no hazardous pesticides or artificial fertilisers used in the farming process of the cotton.
- Nudie Jeans has also started incorporating regenerative organic cotton as well which is certified by ROC - Regenerative Organic Certified and RegenArgi.
- Since 2019 Nudie have been part of STICA - the Scandinavian Textile Initiative for Climate Action. The purpose of which is to support the textile industry to reduce greenhouse gas emissions.
- They have been members of FWF - Fair Wear Foundation. The foundation helps build stable relationships with suppliers which goes on to give a strong basis for effectively monitoring working conditions and helping to implement and maintain a living wage.
- To stay informed and updated on chemical legislation and regulations, Nudie Jeans joined Kemikaliegruppen (The Chemical Group) at the Research Institute of Sweden (RISE) in 2015. With this constant monitoring they can inform their suppliers and the media about changes in the field and meet quarterly with other brands sharing their experiences and knowledge.
- Also in 2015 they signed the "Retailer Commitment Against Fur" agreement by the Fur Free Alliance. This program provides customers with information about a retailers fur policy allowing them to make an informed choice about their purchases.
- The organic cotton that Nudie uses is Fairtrade certified which means the farmers that produce the cotton have received a fair payment for their product. The farmers and workers have a strong voice and an equal say in Fairtrade's global decision making.
Nudie Repair Shop, Soho. London
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