New arrivalsRestockedJeansDry SelvageSelvage LabKhakisJacketsSweatersShirtsTeesBackboneAccessories

Wednesday, March 14, 2012

Since ancient times the Woad plant has been cultivated and used to make blue dyestuff. It was already known in Egypt, possibly as far back as 1000 B.C. But in 1498 Vasco da Gama brought the Indian indigo to Europe. The European Woad traders desperately tried to stop this new dyestuff with laws and lies. It was accused of being a false and deadly drug – the devil’s dye. And in some parts the use of indigo was even threatened with the death penalty. But on its better properties the Indian indigo slowly prevailed over Woad based dye. The devils dye became the king of colours. Thanks to an enthusiastic community of people in Marche, Italy the traditional way to produce indigo from Woad or Guado as they call it, has been revived. The process is labour intense. It takes 1000 kilos of leaves to make 1 kilo of dyestuff. So this collection is made in a very limited edition. Each garment has a special Woad/Guado stamp and a unique number from 1-700.The Woad/Guado collection can be found at selected Nudie Jeans concept stores and 14 Ounce Berlin, Tinue de Nimes Amsterdam, Liberty London, Atrium New York and A-place in Stockholm. For the full Guado story please visit

Fit Guide

From tight to loose. Here are the Nudie Jeans fits. Spin them around and compare look and measurements. Visit Fit Guide

Production Guide

We take a great interest in where and how the Nudie Jeans collection is produced. See for yourself in the Production Guide

Latest news

  • Jan 10: Thank God It's Friday - onwards & upwards!
  • Jan 04: 13.5 oz - what does that actually mean? Our Denimopedia gives you an easy rundown.
  • Dec 26: The sale just started! 30% discount on FW13 collection.
  • Dec 23: Vi söker folk till huvudkontoret i Göteborg! Supply Chain Admin, Sales Marketing Admin och CSR Manager (vik).
  • More...