Category: The World of Nudie Jeans

At Nudie Jeans, we’ve always believed that music and denim go hand in hand. They both carry stories. They both age with character. And they both stand for something more than just sound or style—they reflect identity, creativity, and independence. When the world feels heavy or uncertain, we instinctively turn to both. Music to help us feel. Denim to help us move forward. They ground us. They inspire us. They remind us what we’re made of. That spirit laid the foundation for our very first Nudie Night in London back in April. We didn’t just want to throw another gig—we wanted to create a platform. So we put out an open call to unsigned artists from London (and far beyond, as it turned out). No industry filters. No expectations. Just a chance to share real music, from real people. Submissions poured in from emerging artists across the UK. From DIY punk and lo-fi dreamers to indie powerhouses and soulful singer-songwriters, the breadth and depth of talent blew us away. It confirmed what we already knew—some of the most exciting, vital music today is happening off the radar. From that incredible pool, we curated a lineup at The Old Blue Last that truly delivered—led by unsigned artists who stood shoulder to shoulder with acts backed by labels. Opening the night was Hana, the North West London-based songstress of Egyptian heritage. With her distinctive blend of Neo-Soul, R&B, Modern Jazz, and Pop, Hana is steadily turning heads across the scene—and her live set showed exactly why she’s one to watch. Next came Another Day, an unsigned indie-grunge quartet from Kent. Backed by Astille Doherty, the five-piece lit up the room with raw, melodic energy that hit straight to the core. Their urgency, honesty, and stage presence proved just how powerful emerging talent can be when given space to shine. Then came Polly Money, a Nudie favourite and seasoned songwriter whose music has graced both intimate rooms and major festival stages. Known for her poetic storytelling and magnetic voice, Polly brought a stripped-back set full of warmth and soul, bridging the gap between the rising voices of the unsigned and the power of polished artistry. Our headliners, Pastel, took the night to its euphoric peak. Signed to Manchester’s tastemaking label Spirit of Spike Island, the band is spearheading a new wave of psychedelic Britpop with a contemporary edge. Their sound channels the swagger of the ’90s while carving a future-facing path that’s unmistakably their own. Big guitars, massive choruses, and undeniable charisma—they delivered a finale that felt both nostalgic and brand new. And to close it all out—Goat Girl stepped up for a DJ set that kept the crowd moving into the early hours. One of South London’s genre-defying post-punk heroes spun a set full of unexpected bangers, deep cuts, and off-kilter gems that wrapped the night with attitude, joy, and pure sonic chaos in the best way possible. This is what Nudie Night is all about. It’s more than a night out. It’s about honouring the independent spirit—just like we do with our denim. We repair, reuse, and reimagine. We believe in character, not perfection. And we bring that same energy to music: supporting artists before they’re polished, signed, or mainstream. Giving them a stage, and letting the music speak for itself. And we’re just getting started. The next Nudie Night is already on the horizon — expect more incredible unsigned acts, more good denim energy, and a night to remember. Because in uncertain times, we turn to the things that hold meaning. And for us, that’s always been music and denim. And if this is the future—then the future must be bright. Footage: wemakephilms

For Chris, a well-traveled guy who once lived life constantly on the move, slowing down wasn’t part of the plan. But like many, his world shifted when everything became more grounded. That shift marked the beginning of something unexpected—a denim journey that would last far longer than he imagined. It started when we first released the Tuff Tony. Chris tried on a pair at The Galeries Store in Sydney and was hooked instantly. The relaxed fit and comfort struck a chord. His first wear? A road trip to Canberra—an experience that convinced him that loose-fit denim was the perfect companion for long drives. That was the moment he decided, almost on a whim, to start documenting the fades. From there, the jeans became a part of his everyday life. They saw him through lockdown (remember lockdown?). Through a major move to a new city. Through the unforgettable moment of bringing newborn twins home to meet their two-year-old sibling. These jeans weren’t just along for the ride—they were part of the story. At first, Chris aimed for six months of wear before the first wash. Then it became seven. Then 250 days. Eventually, the challenge grew into something bigger: a full year. And he made it. One single wash on day 365, in the washing machine. One repair—at the hands of the skilled team at Zetland in Sydney, who reinforced the crotch and back of the knee. But the journey didn’t stop there. He kept going, pushing toward 500 wears. And he nearly made it. Before he could hit the milestone, we just had to reach out. Luckily for us, Chris felt it was the right time to pass the jeans on. Still, he admits, there’s not a week that goes by when he doesn’t miss them. 500 wears. 1 wash. 1 repair. A year of living in them. A whole story worn into every thread. The entire journey was documented on Chris’s account, @snakeeyesselvedge, originally created just to chronicle this pair. What began as a personal experiment turned into a testament to conscious wear, slow living, and the quiet power of a well-worn garment. Chris didn’t just wear his Nudie Jeans - he lived in them. Where are the jeans now you might wonder (so is Chris). Maria brought them with her to Italy as one of the inspirations for Life Tracks. Needless to say, she only brought the best of the best in that suitcase. You've only had a sneak peak of Life Tracks, so watch this space in August. Good things come to those who wait. Ps. Chris is on a new wear-in journey, ready to be followed by us all.

A playlist built from passion, not algorithms.

She's obsessed with melody. And denim. Even the smell of denim gets her excited, she claims. Polly Money grew up on music, and since denim is pretty much the fifth member of any band worth listening to, we get the connection. Music + jeans = The daily essentials. Read our interview with Polly Money.

Pat McCrory, guitarist for the dynamic hardcore band Turnstile, has always been a vibrant figure in the music scene. With roots that span genres and influences that evolve with the seasons, Pat's journey into music is as eclectic as his sound. When he’s not on tour and embedded in a constant social environment, he tends to withdraw into solo-driven hobbies. He learns a lot in those quiet moments when he’s alone with a thought and a song. We managed to catch him in one of these moments, and it turned into the latest Curated by Pat McCrory. But before you get into his remarkable life soundtrack of today, here’s what we’ve learned about Pat! What got you into music? My grandad was in a country band called Pals on the Prairie. In turn, my mom had always been a huge country music fan. So as a little one I was singing “You’re Still the One” by Shania Twain at a summer camp talent show. Really it wasn’t until my brother got a guitar that I thought “oh shit I want to do that too.” So I copied everything he did! Who (or what) are your influences, and how have they shaped your style of music and personal style? So much changes with the seasons and I really find myself gaining influence from more and more every day. When I was younger I probably bought every effects pedal I could because of Mike Einziger from Incubus and I really wanted to emulate John Frusciante’s playing style. At the same time I couldn’t stop trying to start bands that sounded like Glassjaw and Thrice. More recently city pop has been pretty dominant so that’s influencing a lot of life right now. What genres of music are you into? It’s a classic answer to say I’m into most genres but I swear I mean it. I have a legendary 10 hour country playlist. I have a true turn-up Trance and Techno classics playlist. And I really pride myself on my “Listen While Reading” playlists. Emotional, powerful, vocal-less music that you turn on while reading a book to enhance your reading experience. It’s very string and piano driven. What’s one of your all-time high experiences? I think most recently we played a show in Korea that really sent me. We played to maybe 150 kids in 2018 for our first visit to the country, and it was shocking and amazing. In August, we headlined Pentaport Rock Festival, which has 100,000+ attendees, and the crowd shared the same energy as the 150 kids six years prior. I’ll never forget that feeling. What’s your relationship with your denims or denim in general? A pair of jeans is kind of like a car. I’m going to use them nearly every day, and I need them to carry me through a variety of conditions and experiences. Over time, they reflect your character and lifestyle through the holes and rips and discoloration. I like to earn those things, so a pair of jeans is like a new start to a hopefully long story. Pat's Gritty Jackson jeans have seen more action than a mosh pit—they’ve been worn at nearly every Turnstile show and repaired countless times. Why did you choose these exact tracks for your Curated by playlist? These songs are on here because I’ve listened to them all recently and have felt they were remarkable in one way or another. Any good extras? When I’m not touring and embedded in a constant social environment I tend to withdraw into solo driven hobbies. I learn a lot in those quiet moments where I’m alone with a thought and a song. Pat McCrory’s journey through music and life is a testament to the power of evolving influences and personal experiences. Whether he's playing to a packed festival or curating playlists for introspective moments, his passion for music remains unwavering. Photo: Alex Henery & Atiba Jefferson

At 25, Mira became a mom and thought her music career was over. She believed her chance to pursue music had passed as she stepped into motherhood and adulthood. Fast forward to the fall of 2021, Mira was fired from her full-time job. This unexpected turn of events sparked a transformation inside her, like she got a chance to live her life over. Immersing herself in 375 horoscopes a day, she seized the opportunity to separate from her partner, which resulted in her first EP, Age of Aquarius. One music journalist even called her "A primal force from Vitabergen."  Despite the challenges, Mira put everything she had into music. She took extra jobs and tried to manage life as a single mom. Her song "Dom kallar henne mamma"(They call her mom) is precisely about this struggle and dedication.
 Eventually, Mira had to choose between the office or rock. She chose rock. After a summer on tour with David Ritschard, she began writing songs in Swedish and reconnected with her younger, politically and passionate self. This reconnection led to a Swedish EP, set to be released, Friday the 13th (lucky us!).

Swedish rap artist Mattis is known for releasing his lyrics before the actual songs, giving fans a “read-the-book-before-you-watch-the-movie” twist on music. Under his own label, Mvh, he not only releases music but also organizes live events and runs the magazine Mvh Magasin. We even had the pleasure of co-hosting an Mvh event with Mattis in our Malmö store earlier this year. Mattis' Curated by playlist is a personal selection of the songs he's been playing on repeat lately—an eclectic mix of salsa, jazz, rap, and everything in between. It includes something new, something old, and something blue (ofc).

MASAKA released his debut EP (Late 20's Love Affair) last fall, followed by two singles in the spring. And besides his own music, he's played bass with many of Sweden's biggest artists while also being active on NYC’s jazz scene. He is a musician, songwriter, and producer with a profound sense of music and immense experience. He has the ability to create and move freely between genres such as R'n'B, pop, hip-hop, and jazz, which makes him unique in his field. We give you 1h 1min of pure joy.

Enjoy a mix of tracks handpicked by Christopher Cantillo, the talented Swedish drummer who's making waves in the music world. Best known for his awesome performances with the band "Dina Ögon," Christopher's skills go far beyond that. When he's not working with big names like Håkan Hellström, Carly Rae Jepsen, Mayer Hawthorne, or Bror Gunnar Jansson, you'll find him exploring the world of jazz.

Bror Gunnar Jansson (and yes that is his real name) was introduced to the great worlds of music before he was even born. He is, together with his sister, the fourth generation of musicians in his bloodline. His father is a well renowned bass player who toured with jazz legends such as Chet Baker, Toots Thielemans, Dexter Gordon and Monica Zetterlund. Whether he's all alone or together with a band, on a stage or on records, Bror Gunnar Jansson unleashes his unique blend of southern gothic, blues, stoner, folk, psych and more! So invite your friends for beers in the sun and head to Spotify and dive into 2 hours and 41 mins of Bror Gunnar's favorite tunes.

Every pair of Nudie Jeans comes with a promise of free repairs. And that promise is forever, no matter when, where, or how you got them. Buying a pair of premium jeans is an investment, and since we provide the jeans, it’s only right we take care of the repairs. We make your Nudie Jeans with high-quality denim because you should wear them a lot. And when you do, you are rewarded. But at some point, however, your favorite pair of jeans will break. When that happens, you wash your jeans and head on over to your local Repair Shop, and they patch, repair, and make sure you get to enjoy your favorite jeans for longer. Offering free repairs is, of course, a great service, but it also enables us to take care of the jeans people are about to throw away. We either recycle and use them for patching material or sell them second-hand in our Re-use program.

We are proud to announce the opening of the second Nudie Jeans Repair Shop location in New York City. Our new repair shop is in the heart of Brooklyn at 116 Bedford Ave.   As we expand our presence in New York and North America, we extend the promise of free repairs forever — it also strengthens our brand presence globally, as New York has always been one of the world's travel destinations.  The Repair Shop experience is a social, tactile, and inclusive experience of Nudie Jeans. It's where our customers can experience Nudie Jeans; how the brand feels, smells, and sounds. Visitors can enjoy our women's and men's collections, take a moment at the denim bar, browse the Re-use options, or have their jeans repaired. Aesthetically we reference our Scandinavian roots, Japanese craftsmanship, and our love of all things indigo.      As we urge customers to wear our products a lot, this comes with our promise and added value of free repairs. Opening more Nudie Jeans Repair Stores allows us to extend our services to more people.   The new Nudie Jeans Brooklyn location is at 116 Bedford Avenue, in Brooklyn. We invite you to visit us whenever you are in town!

In late 2019 a few of us from the Nudie Jeans Brand Marketing Team were in Los Angeles for the ComplexCon event held in Long Beach. While in LA, we had the opportunity to meet up with Peanut Butter Wolf, the founder of the legendary record label Stones Throw Records.

Joakim and I met Jonas Linell over 20 years ago when he photographed the album cover for Joakim's band. Between the birth of Nudie Jeans in 2001 and 2016, he was our go-to guy for every collection shoot. On Thursday, October 28th, we received a message that Jonas Linell had passed away. Jonas had a unique perspective, and his ability to capture the blue hues, embracing backlight and the contrast it brought out, and the rough graininess all felt in line with our ideas and the brand's sentiment. He had this electrifying energy and a very physical approach to his work, often crawling around on the ground to find that perfect angle for every frame. After every session, he was completely drained of energy but at it again with the same ferocity the next day. Letting the rock n roll photographer take on the denim world was maybe a bold move, but he made rockstars of those ordinary guys off the streets, and the rest is history. I am forever grateful for the years we worked together. Jonas was a true friend, and his impact on the brand is immeasurable – to us, Jonas is immortal. You'll be forever loved and missed but never forgotten. Rest in peace. — Maria Erixon Levin, October 30th, 2021