The first thing to understand about Nudie Jeans is that the brand is obsessed with its work. We originally learned this with our Essentials segment with founder Joakim Levin, but the Swedish brand embodies the spirit of denim even outside of its product. As a good pair of jeans is defined by its wear – by accepting its natural frays and distresses as a kind of vintage beauty – the same can be said for the brand’s headquarters in Gothenburg, Sweden. Occupying the top floor of a preserved bank from the early 20th century, Nudie’s headquarters perfectly attests to notion that oftentimes, old quality trumps the trend.
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