Nudie Jeans was born based on an idea of pursuing the opposite. It was rather the passion for dry denim that pointed the brand in that direction. The raw, untreated fabric had at the time been falling into oblivion, and it wasn't sought after by the public. Since 2012, all Nudie Jeans denim is made with 100% organic cotton. Nudie Jeans are not designed to be used a few times and then thrown away. We cherish the well-worn and mended. Jeans that become a part of ourselves when worn a long time – a second skin.