Nudie were founded in 2001 by Maria Erixon, Joakim Levin, Palle Stenberg - three Swedish denim aficionados who cut their teeth working for Lee. They might not have the heritage and history of the original American denim brands, but what they do have is strong principles 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 whims of fashion.
For SS10, as well as jeans in all styles and washes you can expect check shirts and faded organic cotton t-shirts and sweats. Available now at Coggles.com
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