Denim-gods Nudie have never used flash marketing campaigns, they have never produced look books and they’ve never used any form of traditional marketing. However, they have still managed to gain a cult following within the fashion circles.
The designers behind the Swedish powerhouse, who recently celebrated its 10th anniversary, barely change the cuts and washes of the brands collections season to season. This is because of the ‘perfect mould’. A, “If it ain’t broke, why fix it?” catch 22. The minute tweaks and developments in the brands collections are only appreciated by the most passionate of denim aficionados, and us.
You can shop the full Nudie Jeans spring/summer 2011 collection in the FashionBeans shop.