| Nudie Jeans | |
| Type: | Private |
| Industry: | Fashion |
| Foundation: | 2001 |
| Founder: | Maria Erixon LevinJoakim Levin |
| Location City: | Gothenburg |
| Key People: | Maria Erixon, creative director Joakim Levin |
| Num Employees: | 199 (2021) |
| Parent: | Svenska Jeans Holding AB |
| Location Country: | Sweden |
Nudie Jeans is a Swedish denim brand founded in 2001 by Maria Erixon and headquartered in Gothenburg. Its parent company is Svenska Jeans Holding.[1]
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".[2]
Nudie Jeans have prioritised sustainability and social responsibility in their business practices.[3] [4] 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.
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, the UK, Australia, Japan, Spain, Germany and Switzerland.
As of 2003, the company had 12 employees, revenue of 93 million Swedish kronor ($ million US dollars) and a net income of 13.6 million kronor ($ million US dollars). 70% of revenue was generated outside of Sweden.[5] In 2004, Nudie's net income increased by 70%.[6]
In 2019, Nudie Jeans increased its net revenue to 489.4 million SEK ($ million US dollars). As of 2021, the total number of global employees rose to 199 people.