Nudie Jeans Co

Nudie Jeans Co started in Gothenburg, Sweden, in 2001, and it has stuck to one idea ever since: make jeans worth keeping. Everything is built around wear and tear, so the denim is meant to age with you rather than be replaced. Its jeans are made from 100% organic cotton, with fair wages and open manufacturing.

Repair is central. Free repairs are offered at Nudie repair shops and partner shops, and the brand talks about clothes that become vintage instead of garbage. It is also known for dry (raw) denim, which you wear for around six months before washing so it develops its own patina.

Beyond jeans, you'll find t-shirts, jackets and other everyday pieces.