Nudie Jeans is a Swedish denim brand that was founded in 2001 by Maria Erixon. The idea behind Nudie Jeans is that the more you wear jeans, the more character they have, so Nudie want to encourage you to wash your jeans less, and wear them more. Each jean is made with 100% organic cotton denim and therefore can be relied on as your go-to denim for all occasions.