Nudie was founded in 2001 by Maria Erixon, Joakim Levin, Palle Stenberg, three Swedish denim afficianados who cut their teeth working for Lee.
With no flash advertising campaigns, Nudie have built a very strong underground following and are rated as amongst the best jeans available by denim lovers the world over.
They might not have the heritage and history of the original American denim brands, but what they do have is strong priniciples of using the finest denim available, no sweatshop labour (production is based in Italy) and a firm belief that a good pair of jeans will outlast the wh