Situated on Sweden’s rich west coast is the beautiful city of Gothenburg, known for its Dutch-style canals, stunning coastal landscape, and traditional Scandinavian style. It was here, over two decades ago, that Nudie Jeans Co was founded, born from a fighting spirit and desire to challenge the status quo. Nudie’s passion began with denim, creating jeans designed to last a lifetime of wear - cherished, mended, and lived-in. Environmentally conscious production is also inherent to the brand’s operation, instilled from the very beginning primarily through organic cotton, which since 2012 became the material used in all its denim production. Nudie Jeans Co may have begun with the everyday pair of jeans but has since evolved to include a range of clothing from t-shirts, jackets, coats, and more.