Nudie are passionate about jeans. Passionate about how they look, how they feel and, most importantly, what they represent. The jeans that Nudie Jeans produce share the same attitude as music. The rock and roll lifestyle sets its own trend, doesn’t sell out and remains idealistic and fresh. Nudie ideals don’t look for short-term fashion statements, they look at long term style, durability and at becoming your favourite pair of jeans. The inspiration for their innovative and urban chic collection isn’t the catwalks of Milan and Rome, it’s the rock band on the road, the audience at the gig and the fans in the street. And it’s that fusion between the real world and the heady world of rock and roll that the Nudie collection captures. Design goes beyond just creating a product. It has to create a need within the consumer to be part of a lifestyle. No pair of jeans can turn you into a rock star, but you can feel like you are part of the dream by connecting with a brand that epitomises that lifestyle. Key pieces in the collection are Nudie jeans, Nudie chinos and Nudie sweatshirts.