Private company
Logo: nudiejeans.com3
Swedish denim brand
Nudie Jeans is a Swedish denim brand founded in 2001 by Maria Erixon and headquartered in Gothenburg. Its parent company is Svenska Jeans Holding. The company repairs more than 65,000 pairs of its jeans annually at its stores.2 It was founded by Maria Erixon Levin and Joakim Levin.1 It employed 199 people in 2021.1 Wikipedia text CC BY-SA 4.0
Last updated Oct 21, 2026.
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Nudie Jeans is a Swedish denim brand founded in 2001 by Maria Erixon and headquartered in Gothenburg. Its parent company is Svenska Jeans Holding.2
Founded by Joakim Levin and Maria Erixon Levin in 2001.1
Maria Erixon founded Nudie Jeans with Joakim Levin, her husband at the time, in 2001.
Erixon has stated that she is drawn to designing jeans because "the more you wear and repair jeans, the more character they have. Denim is a living fabric that changes over time – and they are for everyone, of all ages and genders".
From Wikipedia’s article on Nudie Jeans, shared under CC BY-SA 4.0.4
Who has led Nudie Jeans, and when. Pick a name to see everywhere that person has worked.
Nudie Jeans have prioritised sustainability and social responsibility in their business practices. The company switched to organic cotton in the 2010s and offers free repairs to customers. The company also recycles some old products. The company has a goal of being a fully transparent company.
In 2024, Nudie Jeans repaired more than 68,000 pairs of jeans and collected close to 20,000 pre-owned pairs of jeans, going on to resell 3,500 as second-hand in its own store, with the remainder recycled into new products.
The company's cotton is sourced from India, Turkey and Italy, and manufacturing primarily takes place in Italy. According to CEO Palle Stenberg, its garment workers are paid a living wage. It has stores in Sweden, Norway, the UK, Australia, New Zealand, Japan, Spain, Germany and Switzerland.
From Wikipedia’s article on Nudie Jeans, shared under CC BY-SA 4.0.4
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