Behind The Scenes: Nudie Jeans

A couple of weeks ago, we were invited to Gothenburg by Swedish denim brand Nudie Jeans to visit their headquarters and get a glimpse into the craftsmanship that goes into each pair of jeans.

Walking through the headquarters felt like walking through a clothing factory from an old movie. In the early twentieth century, the building used to be the head office of a Swedish bank. The space strikes a fine balance between vintage and contemporary decor as well as creative chaos and timeless Scandinavian design. On the ground floor, you’ll find a restaurant surrounded by small vintage booths while the top floors are reserved for Nudie Jeans.

From preliminary sketches for new designs to photography and distribution, Nudie Jeans takes care of nearly everything in-house. Another thing that makes the brand stand out is that the models in their lookbooks are all employees or friends.

Because “repairing is caring” is an important part of Nudie’s philosophy, we headed to the repair shop afterwards. Basically, this is where you would bring your pair of jeans to get repaired for free – instead of throwing them away. Because “repairing is caring” is an important part of Nudie’s philosophy When you decide that it’s time to let a pair of jeans go, you can bring them to a repair shop so they can be sold as second-hand or, if they’ve truly served their time, recycled.

There are around 20 repair shops around the world and the number continues to grow. If you don’t live close to one or simply prefer to fix them yourself, you can order a repair kit as well.

Photos and text by Ana Santl