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Nudie Jeans: creating tomorrow’s vintage

Get to know the brand as it launches an exclusive new style of jeans.

Swedish denim brand Nudie Jeans is driven by a simple philosophy: to ‘create tomorrow’s vintage.’ In other words, to make jeans that don’t just last a season, but a lifetime.


treen has been working with Nudie Jeans for five years, and in that time its offering of jeans has hardly changed, except for a handful of fresh washes and a just-launched, exclusive cut – but more on that later. Limiting the collection to a selection of core shapes is an intentional decision, according to Nudie’s Wholesale Account Manager, Eliza McGeehan. “A lot of our collection is permanent, so we aren’t releasing new styles every season,” she explains. “We don’t want them to just sit in the sale or for people to wear them once and never again.”

“Our products are designed to last, and stay in people’s wardrobes for a long time. It’s our mission to be held responsible, to always be thinking of what we can do next to be better for the environment.”

The denim pieces are crafted from 100% organic cotton, which is free from harmful chemicals, pesticides and fertilisers and uses significantly less water than conventional cotton. Nudie proves you don’t have to compromise on your values to find great jeans – and once you take home your perfect pair, the quality craftsmanship and hard-wearing materials mean you can hold onto them for years to come.


“Our products are designed to last, and stay in people’s wardrobes for a long time,” Eliza says. “It’s our mission to be held responsible, to always be thinking of what we can do next to be better for the environment.”


Nudie’s core women’s collection includes a range of shapes, from slim-fits to wide-legs, with the most popular being the Clean Eileen and the Breezy Britt . The limited edition Berit Denim Jacket is also a hit at treen; a timeless design that comes in asphalt black and classic mid-blue washes. These iconic styles are beloved, but continuing to cater to different body types and personal tastes is important to the brand.

Model wears Edgar Shirt in Optic White by Skall Studio


Enter that exclusive style we hinted at earlier. The Wide Heidi has a wider-than-ever leg, a low relaxed waist and a zip fly, with tobacco stitching and copper trims. It will be available in just seven stores around the world, and treen is its only stockist in the UK and Ireland. “treen is a pioneer in the sustainable fashion world, and we feel very lucky to have it as a stockist,” Eliza says. The release is part of Nudie’s efforts to support brick-and-mortar shops, as this particular pair of jeans isn’t currently sold online.

On June 5th, we held an event in-store to introduce the people of Edinburgh to the Wide Heidi. The evening included a conversation between Eliza and our founder, Cat, as well as pizza courtesy of Civerinos. Guests were welcome to bring along their existing Nudie jeans for free repairs, a service the brand has rolled out across its worldwide stores to keep their denim circular. Each year, the repair team mends over 70,000 pairs of jeans.


Come by our store at 2-4 St Stephen Place to try on the Wide Heidi jeans, and shop our full Nudie Jeans selection online .

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