Designer Jean Interviews

DenimBlog Exclusive: Interview with Nudie

For all you Nudie fans out there, we were lucky enough to get an interview with Joel Lindefors the ” Nudie Preacher”. This interview is fantastic! Keep reading! A huge thank you to Joel Lindefors for taking the time to answer these questions for us! Click this blog to red the full interview, you would be crazy not to! To see the worn in progress of some of our HonestForum members jeans, click here.


DB: What inspired you the most when creating Nudie?
All beautiful denim fabrics, especially from Japan and Italy, inspired Maria
to start Nudie Jeans. She wanted to be able to design jeans using only the
best denim and without taking the demand on the market, profit margins and
other stuff that investors usually care about into consideration.

DB: What has been your favourite memory/experience since Nudie was founded?
When the SS10 collection was ready, the best one ever!

DB: Do you have a favourite cut Nudie have designed?

This would be like answering the question “Which of your children do you love the most?”.

DB: How many pairs of jeans do you own?
Abundance is nothing we strive for. But I have to admit that I got maybe 10 pairs.

DB: What Nudie cut has been the most popular overall?
Slim Jim.

DB: Are there any new trends coming out next season that we should be keeping an eye out for?
We strongly recommend people to not care about trends. Follow your heart and passion instead and we will get a world of multitude and beauty instead of conformity and boredom.

DB: The boyfriend jeans trend has been a huge hit this season, will we be seeing any of this trend from you for us ladies?
Several of our styles are perfect for this. You can for example wear Grim Tim oversized or Big Bengt in normal size. A good idea is to steal, or maybe rather borrow, your boyfriends already worn in jeans.

DB: We all love denim, but what is it that makes denim so important to you?
To us denim is a symbol of democratization, equality and rebellion. It started off as a fabric for the working man and today everybody wears it. Then of course it is also because of the indigo magic, the fact that the colour fades and gives the denim the ability to age more beautiful then any other fabric. Every pair of worn in dry denim jeans carry a story about the person who owns them. There is poetry in denim.

DB: Can you tell us a bit more about your brand?

Nudie Jeans is a Swedish denim brand that was founded 2001 by Maria Erixon. We love jeans, a passion we share with everyone who mourns a pair of worn out jeans as a close friend. As a true jeans brand we are not looking for the short-term trends.

We seek our inspiration in denim and rock history but also in the Swedish melancholy. Social and environmental sustainability is very important to us. Every season we increase the share of organic cotton in the collection and we work close with our suppliers, both manufacturers and weavers, to secure a safe and healthy work environment.

DB: What makes Nudie so different from the others out there?
I can’t say anything about the others. But I can say that we are truly passionate about denim and we have a mission to spread the use of denim. We put a lot of focus on the break in process and encourage people to wear the same pair of jeans every day for at least six months before the first wash. From a business point of view that might not be the smartest thing to do, but from a denim point of view it is the only correct thing to do.

DB: Nudie is very famous for its raw denim, what do you like most about raw denim?
The magic break in process. The transformation and the customization that follows is in itself a reason to only use raw, or dry, denim. You can’t get more perfect jeans then you do if you break in a pair of dry denim jeans yourself.

DB: I personally love raw denim myself and own a couple of pairs, have you got any you are breaking in?
Of course, Big Bengt in a very nice Japanese quality.