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Nudie Jeans wurde 2001 in Göteborg gegründet, befeuert durch die Liebe zu Raw Denim, Punkmusik und Snus. Von Tag eins an bauten die Gründer Maria Erixon Levin und Joakim Levin Nudie Jeans auf starken Werten auf – mit Nachhaltigkeit und Menschenrechten im Mittelpunkt. Es ging dabei nicht nur um Bio-Baumwolle und transparente Prozesse, sondern auch darum, eine Gemeinschaft von bewussten, engagierten Menschen aufzubauen. Bereits 2007 begann Nudie Jeans mit der Reparatur von Jeans, denn jede Hose sollte eine 'Forever Jeans' sein – die Art, die man repariert und nicht ersetzt. Heute sind die Nudie Jeans Repair Shops Orte, an denen du deine Jeans kostenlos reparieren lassen, weiterverkaufen oder an das Recycling-Programm von Nudie Jeans spenden kannst – alles, um Vintage zu kreieren statt Kleidungsmüll zu produzieren.

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Curated by Andile Buka

Person in a yellow sweater and bucket hat takes a mirror selfie with a camera. Text reads "Curated by: Andile Buka."
Person in a yellow sweater and bucket hat takes a mirror selfie with a camera. Text reads "Curated by: Andile Buka."

If Sandton’s going to have a Nudie soundtrack, it should be the city’s own.

South Africa, here we come!

There’s something electric about Sandton. It’s a city that pulses—where soaring skylines meet shaded plazas, where boardrooms brush up against brunch spots, and where every cobblestone seems to hum with everything Johannesburg is becoming. But there’s another thread running through its fabric: the deep-rooted love South Africans have for denim.

Come September 5th, we’ll be calling it home.

A City with a Soundtrack

Johannesburg has always been a music city — and Sandton catches its echoes. Jazz weaves through the fabric of the city, alive in intimate venues and late-night sessions that spill into the streets. The beat shifts as you move: amapiano and house roll from lounges and clubs, rooftop DJs set the pace against the skyline, and spontaneous pop-up sets turn ordinary nights into something unforgettable.

Music here isn’t background noise — it’s the lifeblood of the city.

Curated by Andile Buka

To mark our arrival, we’ve teamed up with Andile Buka—a multifaceted creative based in Johannesburg, known as a collector, DJ, and photographer—for a Curated by playlist on Spotify. It’s the best of South Africa right now through Andile's ears, distilled through his deep connection to both local and global sounds.

Andile’s photography has gained recognition for capturing intimate and thought—provoking moments, often exploring themes of identity, history, and the urban landscape of Johannesburg. On the decks, his eclectic taste weaves these same themes into music—bridging cultures, eras, and genres. The playlist is your sonic entry point to the city we’re stepping into.

The playlist is your sonic entry point to the city we’re stepping into.

Collage-style poster for "Nudie Night" launch party featuring musicians, with lineup: Blee. T, Club Valley, Kayla the Crow, on orange background.
Collage-style poster for "Nudie Night" launch party featuring musicians, with lineup: Blee. T, Club Valley, Kayla the Crow, on orange background.

Nudie Night

For the Sandton City opening, we put out an open call for local unsigned musicians to perform live for the opening party on 18th September. If Sandton’s going to have a Nudie soundtrack, it should be the city’s own.

Here, in the urban blur of towers and street beats, we’re adding denim to Sandton’s mosaic—not as outsiders, but as neighbours who will learn from its street style, its prints, and now, its playlists.

Opening Day: September 5th, 2025

Where: Sandton City, Johannesburg

Nudie Night: September 18th

Pull up a pair of jeans, bring your sound, and let’s see where the city’s denim story takes us.

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Brick & MortarThe World of Nudie JeansDropsNachhaltigkeitsarbeitDenimopedia