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Swedish organic denim label Nudie Jeans was founded in 2001 by Maria Eriksson, former designer for Lee Europe. The brand was formed to provide the finest quality denim, not to follow the glamour of catwalk trends, but as a lifestyle staple. Its ethical stance on human rights, wages and working conditions are at the core of its philosophy and all their manufacturers have to follow the Nudie Jeans code of contact. Nudie Jeans closely links jeans to music – it is Nudie’s belief that jeans have soul and attitude and become a part of the owners make up.