Nudie Jeans was founded in 2001 in Gothenburg, Sweden by Maria Erixon and Palle Stenberg. Prior to creating Nudie, Maria had served as Design Director at Lee Europe and was dissatisfied with the corporation's short-term visions on apparel. So, the business was initiated with an eco-friendly mentality of producing 100% organic cotton jeans from ethical factories. To promote longer-lasting clothes, Nudie encourages customers to reduce washes and provides free repairs. Additionally, they refurbish second-hand garments and recycle obsolete products.