Denim Firm Signs Up Everyday Wearers As Designers
Swedish denim brand Nudie has discovered a unique way of making the designs of its jeans authentic by replicating those broken in by everyday wearers.
The first of four styles, launched today, is based on a pair of the label’s Sharp Bengts worn by a stonemason consecutively for nine months.
Rips, scuffs, wear and stains from the job have been reproduced by Nudie’s wash designers on organic 13.5oz Japanese selvedge denim in a limited run of 300.
Each pair is individually numbered and presented in a recycled card box, tied with a Nudie natural leather belt. An additional booklet is also included to detail the journey behind the original.
The stonemason, known as Lee, described the process of creating the organic look: “It’s heavy work. You need to bend your knees all the time, and when you move the stones they leave marks and cut through the denim. The dusty and dirty environment helps adding character to the denim too.”
A statement from the Gothenburg-based brand added: “No fabric ages quite as beautifully as denim; the longer you wear your jeans, the more character and attitude they acquire.”
Of the 300, only 30 have been made available in the UK via the Nudie Jeans store in Soho, priced at £300.