Nudie Jeans Selvage Shop – Selvedge denim in the heart of Stockholm

Our new space on Götgatan doesn’t follow the Repair Shop playbook. Repairs remain the backbone of Nudie Jeans, but here the focus is different. Selvage denim hangs heavy on the rails, woven with heritage and precision, often by Kaihara in Japan. Dry denim sits stiff and unwashed, waiting for someone to put in the hours and shape it into something personal. On another rack, Re-use Gold brings together the sharpest second-hand pieces we’ve collected, each with stories already embedded in the fabric. And alongside them, special capsules and one-offs invite curiosity and experimentation.

This isn’t about patching up the past. It’s about starting something new.

Stockholm isn’t just Sweden’s capital, it’s a city that has shaped culture far beyond its borders. From Robyn’s fearless pop to Refused’s hardcore anthems, to the electronic experiments of The Knife, it has always been a place where sound and style move together.

That energy is alive today. Bands and artists across genres are redefining what Stockholm sounds like right now.

Emma, vocalist in one of our favourite Stockholm bands, Girl Scout, describes it best:

“It’s always fun playing in Stockholm, it feels like a hometown show every time. You look out and see friends and family in the crowd.”

Walk down Götgatan on Södermalm any given day and the street tells its own story. Posters for local shows flap against lampposts. You hear guitars and basslines leaking out of rehearsal rooms and record stores. Coffee mingles with the scent of fresh asphalt after rain. Crowds drift between bars, clubs, and late-night falafel stands.

It’s a street that has always belonged to subcultures. Punk shows at Kafé 44. Indie nights at Debaser. DJs setting the pace at Trädgården. Movements have marched here, friendships have formed here, and countless nights have started and ended here. Denim has always been part of that rhythm, worn, faded, patched, and lived in.

A Nudie Jeans store is never just about what happens inside our four walls, it’s about the neighbourhood around it. And Södermalm is full of reasons to linger after you’ve stopped by.
Start with Grasy Spoon for an Avo Bene (it's insane!), have crazy good Bengali street food for lunch at Gossip at Nytorget (then say hello to Tobias and his team next door at our Skånegatan store). Grandpa is just around the corner and is worth your while.

As the day becomes night head to Häktet, a 19th-century prison turned into one of Stockholm’s most iconic cocktail bars. Stop by our Selvage Store on Götgatan and speak to Gustav or Hannes about all things denim. Grab a slice and a beer under the neon lights of Omnipollos Hatt, where inventive pizzas meet bold craft brews. Stigbergets Fot keeps a little taste of Gothenburg alive in Södermalm, with taps that pour the same beer we grew up with back home. And when the night stretches on, Morfar Ginko will keep you going until the early hours. These are just some of the places that make Söder more than just an area. They make it a community.