Good evening.

So, on Saturday this week, we will be having a Nudie-centred event based in the Supply Co. No, that doesn't mean that clothing is optional in store...it means that we will have a Nudie Jeans repair station in the shop conducting free repairs on all pairs of Nudies brought in that day 🙌

To prepare for that, we thought we'd hand this week's '...Brand...' mic over to the guys over at Nudie themselves, to gain some insight into the Swedish stalwart. Will, from Nudie, responded and without further ado I think we/you/everybody should get to hear his answers...

...so sit back, relax, crack open a cold one and enjoy the thoughts of Will as @nudiejeans answers the @clobbercalm 10@10.

FYI, image alt text is required


NAME: Will Newland
COMPANY: Nudie Jeans
POSITION: UK/IRE Account Manager
LOCATION: Gothenburg
SIZE OF TEAM: UK staff 18/Company Approx 350
SPECIALITY/COMPANY FOCUS: Making sustainable jeans

1. Straight forward, Please tell us. How did Nudie Jeans start out?

Nudie Jeans started off in 2001 after our owner Maria Erikson Levin, parted ways with a well-respected denim company having found a fabrication she felt strongly about using, that being the Khaihara Selvage. Her Along with Joakim Levin (a drummer in a punk rock band) but also a smart mind with a degree accountancy and a mutual friend Palle Stenberg who had years of sales experience behind him each put in 50,000 Swedish Korona and went about making some jeans. On the first morning of a trade show in Copenhagen the entire stock was sold within just a few hours and thus Nudie Jeans was truly born. An even more inspiring story to know that those 3 are still the outright owners of Nudie Jeans today.

2. Tell us. What does an day in the life of yourself look like? What’s your daily work routine?

Cycle in (as long as the suns shining) Coffee on, music on and work get’s done. The wholesale team is pretty small here in the UK with me and Jimmy taking the reins daily in the office and our guys Karl and Christian on the road keeping their ears to the ground.

3. What are your top 3 bestselling items? And why do you think this is?

It’s no secret our best-selling items are jeans, I guess this story is best answered in fits. Nudie are probably a little more renowned for our slimmer silhouettes. No surprise then that our best-selling fits are a skinny, a slim taper and a slim straight. Number 1 is Lean Dean our Slim Taper, Higher waist, zip fly and a little room from waist to knee with a nice gradual taper through to the shoe. Number two is Skinny Lin and is exactly how it sounds our skinniest fit with a mid-rise and zip fly. Third place goes to Grim Tim a mid-rise slim straight with a button fly.

4. What’s your personal favourite when it comes to the items you manufacture?

I’m a big fan of the ethics of Nudie Jeans, using sustainable materials where possible, our entire denim collection has also been made from 100% organic cotton since 2012. Non-toxic denim, vegan friendly and a fantastic aftercare service where you can have your jeans repaired FREE forever.

5. What are your thoughts on the rise of Instagram fashion and the chaps that post their clothing on there to help spread the word of their fave brands?

I’m not sure how I feel about it to be honest. I do like how it builds a community of like-minded people and gauges interest, although it seems to have spiralled out of control where it seems every other post has an endorsement of some degree. I’ll have to sit on the fence a bit guess.

6. Has it made an impact on your business at all do you think?

Nudie was reasonably established before IG and before even I started working here but there’s no doubt IG has had a massive influence on the brand – It’s the piece of social media I go to first probably like most others. I can defiantly see the benefit for new companies looking for exposure and established ones building theirs.

7. Is there any feeds on IG that you particularly like to check-in on regular. What brands are you fond of on there? What menswear feeds to you like to peruse?

There’s a few that I follow; Mundial, The Gun FC and pub carpets of the world are probably my favourites. In terms of brands I’m into the usual suspects I guess – YMC, Universal Works, Stone Island, Folk, Patagonia to name a few...

8. A quick one about you. Other than the business what passions do you have in life? What flicks your switch and helps you relax?

Pretty cliché really but my truest passion has always been football, I follow the team that everyone loves to hate at the moment in West Ham United so not much to shout out about there. Also, I like to get away with the wife as much as possible anywhere near a coast either in the UK or Europe will do! Pints down the pub with friends, it’s the simple things in life for me.

9. What do you consider to be the best thing about your business and why?

I love that Nudie is constantly trying to do things that are positive. It’s a brand that strives to make things better both on a personal level but also a professional one. I can’t speak highly enough of the guys from the top of the company to the bottom.

10. And last but not least...you’re going to be stranded on a desert island and you can take 1 outfit (4 items) with you and 1 choice of drink. What would they be and Why?

YMC Malik Mexican Shirt, FOLK Drawstring shorts, a pair of sliders and a pint.

You’re stranded on a desert island, sit back and relax!

So good mate, football & beer eh? A man after my own heart! We can't wait for Saturday and thank you very much for answering the 10@10 Will. If you all don't already, make sure you go follow @nudiejeans.

Peace and love ✌️