| The brand Nudie Jeans is a premium denim label that | | | | at home they will change colour and have a certain |
| is highly popular in Western Europe. The company | | | | amount of shrinkage in size making each pair unique |
| was founded back in 1999 in the Swedish capital of | | | | to the buyer. |
| Gothenburg by Maria Erixsson. Erixsson already had a | | | | Aside from their denim lines Nudie produce a range of |
| rich career experience within the denim industry | | | | t-shirts and shirts often with slogans and political |
| having previously worked for Lee Jeans and fellow | | | | messages. In 2008 they launched a range of t-shirts |
| Swedish denim company JC. She used this knowledge | | | | in association with the political charity Amnesty |
| and expertise to create and form her own jeans | | | | International to highlight some of their key strategies |
| fashion label. | | | | and messages. |
| Like with the G-Star clothing label, Nudie specialise in | | | | They produce a large range of jeans each with its |
| Raw denim. This process involves dying their jeans to | | | | own style and cut, these include Average Joe which |
| the appropriate colour but instead of treating them | | | | has a regular and straight cut, Fast Freddy a vintage |
| after to preserve the colour and fit of the jeans, | | | | jeans with a high waist, Slim Jim which has a tapered |
| they leave them untreated thus the jeans are a | | | | leg for a more skinny look and Slacker Jack which |
| "raw" product. When the consumer washes the jeans | | | | has a more relaxed boot cut fit. |