Global Jeans Fading Competition – Indigo Invitational

Every pair of dry jeans starts stiff, dark, and full of potential. How they end up looking is entirely up to you—and the life you live in them. That’s the beauty of denim. The Indigo Invitational takes this idea and turns it into something bigger: a year-long global competition that celebrates the art (and occasional madness) of fading.

What is the Indigo Invitational?

Launched by Bryan Szabo and his team of denim devotees, the Indigo Invitational is a simple concept with serious impact. Wear one pair of dry denim jeans for 365 days, fade them naturally, and see how they turn out. No washes. No shortcuts. No “I only wear them on weekends” excuses. Just real life written into fabric.

Since the first edition, the competition has grown into a worldwide community of denim heads—thousands of people putting their jeans through their paces, from carpenters and bikers to artists and office workers. It’s not about winning (or so they say). But there are winners. And bragging rights. And some pretty incredible fades.

Our philosophy has always been the same: the longer you wear your jeans, the better they get. It’s why we make them to last, why we repair them for free, and why we celebrate every rip, fade, and worn-in whisker. So, the Indigo Invitational was a natural fit. It’s basically everything we preach—turned into a global denim Olympics (minus the medals and national anthems).

This year, we’re proud to support the competition as an official partner. Beyond cheering on the fades, we’ll also be gathering inspiration, stories, and if we’re lucky we’ll eventually strike some real gold too.

Tips & Tricks: From Dry to Worn

Want to take part in the Indigo Invitational—or just get the most out of your dry denim? Here are a few ground rules (and unspoken truths) from seasoned faders:

• Commit to the pair. One pair, every day. Don’t cheat with your other jeans, that just won’t cut it.

• Selvage IS optional. Sure, selvage is our true love, but fades come from wear—not from the fabric itself (even though they all how different wear-in capabilities).

• Skip the wash (for now). The longer you hold out, the more dramatic the fades. Just… mind the white couch and you might want to let them air out every now and then.

• Live in them. Cycle, skate, dance, nap, tour the world, play with a kid or just sit at your desk for 10 hours a day—whatever your life looks like, your jeans will tell the story.

• Repairs are part of the deal. Holes are not failure—they’re progress. We’ll fix them up for free in store or do it yourself by ordering a free repair kit from us online.

Selvage, Dry, and Other Nerd Words

A quick refresher for the uninitiated:

• Dry Denim: Denim that hasn’t been pre-washed. Stiff, dark, and ready to be broken in by you. The blank canvas.

• Selvage Denim: Woven on old-school shuttle looms, selvage has those neat self-finished edges (often with a red, or in our case, orange line) you see if/when you cuff your jeans.

• Fades: The whiskers at the thighs, the honeycombs at the back of the knees, the wallet mark or snus ring on your pocket—they’re your life, mapped in indigo.

More Than a Competition

Yes, someone eventually takes home the crown. But the real prize is community. The competition connects people from all over the world who share the same obsession. It’s a space where jeans become diaries, every crease tells a story, and every cuff stain sparks a debate.

If you’ve ever wanted to test yourself (and your denim), the Indigo Invitational is the place to do it. You’ll learn patience, you’ll meet like-minded denim nerds, and—most importantly—you’ll end up with a pair of jeans that are truly yours. Whether you win or not… well, that’s just a fade detail.

And last, but not least - we had 10 lucky winners that (among others) will represent Nudie Jeans for the next year. Give them some love and let’s follow their journey together.