Nudie jeans is the ”naked truth about denim”. Denim has the ability to age beautifully – formed by its user into a second skin, naked and personal. The longer a pair of Nudie Jeans live the more character it gets. The indigo of a pair of Nudie Jeans is a living colour that fades and gives the denim its character. The more you wear your jeans the more beautiful they get. Nudie jeans are more than just a piece of clothing. From AW/12 and onwards all Nudie denim and clothes are ecological.