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Maria Erixon founded the denim brand Nudie Jeans with Joakim Levin, her husband at the time, in 2001. Today the company has annual sales of over SEK 400 million; it is one of Sweden’s best-known international brands and a global lodestar in sustainable fashion. The book offers a unique insight into the company’s journey, successes and setbacks.
At the time, Nudie were almost the only company building a brand based tangibly on values. When Maria and Joakim started Nudie Jeans in 2001, they decided that environmental awareness and human rights would permeate everything they did. The world has largely caught up in 2019 and as they've grown, opportunities have opened up to them to be able to contribute to the journey. "We are trying to make good use of the chance,” writes Maria Erixon in the book.
In the book Start Your Own F*cking Brand, Maria writes about the little company that became a global brand, about successes and setbacks, and the sacrifices that entrepreneurship requires. The book is also a love letter to denim and the indigo dye that turns each pair of jeans into a unique work of art – and to everyone who has been part of the journey.
- English Version
- 14,5 x 21,6 cm
- By Maria Erixon
Made in Latvia
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Nudie Jeans Co.
Nudie jeans are not designed to be used a few times and then thrown away. Nudie cherish the well-worn and mended. Jeans that become a part of ourselves when worn a long time – a second skin. A pair of dry denim jeans is the materialised version of their values: No extra treatment or washes. Made with 100% organic cotton.
The concept of wear and break-in (six months of daily use without laundering). The promise of free repairs. Used denim going back into the loop as second-hand jeans or raw material for new products. All this equals a smarter way to consume, and also an environmentally sustainable product.
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