Nudie Jeans is a Swedish denim brand founded in 2001 by Maria Erixon and headquartered in Gothenburg. Its parent company is Svenska Jeans Holding.[1]
Origin
Erixon has stated that she is drawn to designing jeans because "the more you wear and repair jeans, the more character they have. Denim is a living fabric that changes over time – and they are for everyone, of all ages and genders".[2]
Business practices
A pair of Nudie Jeans.
Nudie Jeans have prioritised sustainability and social responsibility in their business practices.[3][4] The company switched to organic cotton in the 2010s and offers free repairs to customers. The company also recycles some old products.[3] The company has a goal of being a fully transparent company.[4]
The company's cotton is sourced from India, Turkey and Italy, and manufacturing primarily takes place in Italy. According to CEO Palle Stenberg, its garment workers are paid a living wage.[4] It has stores in Sweden, the UK, Australia, Japan, Spain, Germany and Switzerland.[4]
Finances
As of 2003, the company had 12 employees, revenue of 93 million Swedish kronor ($11.5 million US dollars) and a net income of 13.6 million kronor ($1.68 million US dollars). 70% of revenue was generated outside of Sweden.[5] In 2004, Nudie's net income increased by 70%.[6]
In 2019, Nudie Jeans increased its net revenue to 489.4 million SEK ($51.74 million US dollars). As of 2021, the total number of global employees rose to 199 people.[1]
