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// In the Nudie Jeans

13th May 2011 11:18:45

Scandinavia having had the lion’s share of denim ingenuity in the last five or more years with brands like Acne, WSEC and J. Lindburg ruling the roost , so it isn’t a big surprise here at pilot we think quite highly of the Gothenburg based masters of denim Nudie. Nudie came about as Swedish Jeans maker Maria Erixssen, a former employee and director of design at Lee set up the growing brand in 1999 and that was the beginning of the fairytale. Specialising in pre-washed raw denim but not exclusively however, as it is to be expected with any growing brand accessories and casual wear have become more prevalent with popularity.

 

 

The relationship Nudie have with their denim is something they want to imitate with their customers. The detail is built up and attentive, the flagship store in Stockholm has a local pub type atmosphere, and for that matter look, the emphasis very much set at the customers own pace. As you may have read previously on our blog, Nudie is very much of the same disposition as Denham, using fine Japanese fabrics and the precision attention that comes with Italian manufacture. I imagine that as each design leaves the workshop, for Nudie it is like bidding farewell their ‘little fella’ on his first day of school, and a favourite cut? Well that would be like choosing their favourite offspring. The emphasis is again with the customer, and trying not to swayed by trend or fad, there is of course the skinny styled Long John or Thin Fin both available here at Pilot in store or on Net Clothing, but the emphasis is to be comfortable in what you wear and just enjoy your denim really.

  

It all gets a bit high brow in parts with talk of compromising rock history with Swedish melancholy and social sustainability; what I think the brand is trying to explain is that denim, once working man’s rugged uniform once worn for its durability is now an iconic symbol for probably twentieth century clothing and fashion. An icon that is being evolved by brands such as Nudie Jeans Co and this should be celebrated accordingly.

 

  

 

  

 

 

Categories:  

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NET @ PILOT MEN

58 High Street
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PILOT WOMEN

58 High Street
Leicester
LE1 5YP

Mon-Sat 9.30 - 6.00
Sun 11.00 - 5.00

PILOT

58 High Street
Leicester
LE1 5YP

Mon-Sat 9.30 - 6.00
Sun 11.00 - 5.00