Why we champion unsigned artists — And what London showed us
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
