The Empowerment Challenge


In April 2012 Nudie Jeans challenged people to make a T-shirt print that illustrates the word ”Empowerment”.

A jury with members from Amnesty International Sweden and Nudie Jeans selected the eight winners based on an artistic and technical perspective but also how the interpretation has captured the concept of empowerment in a strong and clear manner.

Maria Erixon Levin founder of Nudie Jeans says: “We have a long standing relationship with Amnesty since the start of our company in 2001 and we are very proud to be one of their selected partners.

The empowerment project is an extension of our earlier fight for human rights project and is a topic that we feel need to be highlighted”.  

The eight t-shirts in fairtrade organic cotton will be available in stores worldwide from 1st of December. The t-shirts retails at 39 Euro and 10 Euro for every sold t-shirt will be donated to Amnesty International.

These T-shirts will now help to empower the world.

“This is an exciting and important project. The idea to let young people portray what ‘empowerment’ means to them is especially rewarding”, says Lise Bergh, Director of Amnesty International in Sweden.

buy the t-shirts 

The Empowerment movie



The jury's explanatory statements:

The winning entries have been selected by an artistic and technical perspective but also how the interpretation has captured the concept of empowerment in a strong and clear manner. The illustrator's text has also played a part in the selections in order to understand the interpretation of the artwork.


#1: Mimmi Andersson, Sweden.

”Take a little bit of nothing and make a whole lot of something! With my drawing I want to illustrate how one thought, voice or initiative can make a difference. The eye or the seed, represent one persons mind budding, inspiring. Coming together with others these spiring ideas will eventually blossom and make way for real change.”


#2: Nicholas Amezdroz, AUSTRALIA.

"Empowerment is open to an infinite number of meanings and interpretations. I feel that my design is a simple, yet strong way of expressing the way I feel about this idea.”


#3: Niclas Franzén, SWEDEN.

"I think Education is the way forward for everything not just a way out of poverty but also the way forward for all problems in society may it be sexual or ethnical rights. Education is what is important to me so thats my main message with my print, in my mind I had a kid starting to learn the alphabet with the idea the more you learn the more empowered you will get. The path to a better world does not come through us but through our children."


#4: Ieuan Jones, WALES.

"My design is about a choice we make, in more developed and secure environments. The slogan ’truth or dare?’ embodies this choice: do we merely accept the truth that violence, hatred and ignorance exists? Or do we dare to change this through not only empowering others, but giving them the resources to empower themselves?"


#5: Lina Brandt, SWEDEN.

”With my contribution I want to cure the world from injusticeness by adding more empowerment to it every day. Empowerment is the medicine for an unfair world.


#6: Lars Holmberg, Sweden.

"Many of us possesses the ability to take the power back from what has been written, from the system of rules, and reveal to others the enourmous amount of creative power such understandment mean."


#7: Diana Alex, United States.

"I have such a heart for the world and for change. I truly believe we are ALL geniuses that can change things for good!



#8: Dean Adams. AUSTRALIA.

”Empowerment is a global issue – it affects us all. We can all make a change, giving a voice to those that have none by raising ours. People can be inspired by one another and unite in pursuit of a bright future for humanity. 

My design is about the nature of human spirit – a desire to care for one another, nurturing those in need. The hands holding up the globe are people with a heavy heart and those wanting to make a positive change in the world. The illustration demonstrates the power of words and how they can be used to make a bright future. 

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