Nudie Jeans is the Swedish jeans brand founded in 2001 by Maria Erixon and Joakim Levin.
The company was established in Gothenburg and built its identity around dry denim, distinctive pocket stitching and a Scandinavian design approach. Its name and branding helped separate it from older American workwear labels while still drawing heavily on classic five-pocket jeans.
Nudie became particularly associated with raw, or untreated, denim. The idea is that wearers develop the fabric through regular use rather than buying jeans that have already been heavily faded or distressed. The company also promoted repair services and longer product life.
Nudie Jeans is not the same company as Cheap Monday or Acne Studios, two other Swedish fashion names that have also been connected with contemporary denim. The founding year and founders specifically identify Nudie Jeans.