Nudie Jeans
Gothenburg dry-denim brand. Organic cotton jeans with free lifetime repairs.
Status: Approved
- Founded
- 2001
- Website
- nudiejeans.com
- HQ
- Sweden
- Manufacturing
- Various
- Ownership type
- Founder-owned
- Status since
- 2026-07-08
Ownership
Founded 2001 by Maria Erixon Levin and Joakim Levin with Palle Stenberg. Still privately held with no outside acquisition. Sales around SEK 511 million in 2024.
Why Approved
Repairs are a cost center that extends product life: roughly 70,000 pairs repaired free in 2024 across about 50 repair shops, plus resale and recycling since 2007. The opposite of planned obsolescence.
Reversibility
What would change our verdict
Founders selling to PE. The repair program quietly capped or monetized.
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