Nudie Jeans, a Swedish clothing brand, believes that jeans should be worn till their death. All Nudies are designed in Sweden and made in Italy of denim from Japan and Italy.
Nudie is the "naked truth about denim". Denim has the ability to age beautifully – formed by its user into a second skin, naked and personal. The longer it lives the more character it gets. The indigo is a living color that fades and gives the denim its character. The more you wear your jeans the more beautiful they get.
Jeans are more than just a piece of clothing. Jeans are Nudie.