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  1. Nudie Jeans is a love child of passed-down jeans, blue-collar mentality, and rock 'n roll aesthetics. We are a product of industrialization and the popularization of denim, which made jeans accessible to anyone, turning denim into the fabric of the subcultures we love. But, we are just as much a reaction to it. So, we emphasize the value of the raw material, the fabric and garment, and the worker who made it.

    The art of denim is a tribute to craftsmanship, be it the process of weaving or wearing denim. We explore textures, indigo patterns, and the finesse behind repairs. This collection features iconic garments worn by childhood heroes and workers; everyday clothes for all occasions. It is a tribute to the worker and the skills and knowledge they possess – this one is about the art that is denim.

  2. Art of canvas text
    Art of canvas text

    Indigo-dyed denim is unique in the way it develops when you wear and wash it. When you put on a pair of drys for the first time, you start a process that really has no end, nor can it be controlled. Months of wear will bring out fades, new indigo shades, and maybe one or two repairs. Then one day, you take a glance at those drys and realize you ended up with a piece of accidental art.

    The jeans pictured on the right are no accident – neither would we consider them "art." They are not even the result of months and months of wear and tear. Instead, we relied on the artisanship of highly skilled laundry specialists. Craftspeople used their hands and knowledge to recreate denim pieces to make them look affected by time and wear. They added expressive streaks of paint, repairs, images, and words to make them even more exciting.

  3. Art of selvage text
    Art of selvage text

    In the beginning, all denim was selvage. When jeans boomed in America in the 50s, jeans makers needed a faster method to meet demands. They switched from the shuttle loom to the more efficient projectile loom. Some 30 years later, Japan went into a denim-craze and began its ascent to become the world's best selvage denim producer.

    With unparalleled attention to history and detail, Japanese weavers refined their craft. You may have already seen the evidence of this denim artisanship and mastery in our Ace, Snake Eyes, and Ten-Pin selvage.

  4. Art of soaking text
    Art of soaking text

    Soaking the denim is a gentle process. The indigo bleeds out if only a little. The yarns swell and skew, which creates a "fuzzy" and irregular surface. Compared to breaking in dry denim, these irregularities will generate a more pronounced texture over time. Soaking does not affect the starch on the fabric's surface (which is not the case with rinsed or washed denim). The starch helps develop those sharper creases you get when breaking in dry denim.