Brand Nudie Jeans Set To Launch In Africa

This August, Nudie Jeans is making its local debut with its first African store in Sandton City, Johannesburg. Born in Gothenburg, Sweden, Nudie Jeans is known for timeless, organic denim that wears in, not out.

The brand’s wear-and-repair philosophy has earned it a cult global following, and its Sandton retail space will offer repairs free repairs, for life, on every pair of Nudie jeans (no matter when or where you bought them).

COMMUNITY & CREATIVITY

To celebrate the launch, Nudie Jeans is spotlighting what drives them: community, creativity, and a good dose of rebellious spirit. The brand has put out an open call for unsigned South African musicians to apply to perform at the opening event.

True to its roots in music and subculture, Nudie Jeans will also be collaborating with local creatives on limited-edition upcycled pieces and in-store DJ sets.

A FOREVER PAIR

Crafted from the finest selvage denim sourced from renowned heritage mills in Japan, Italy, and Turkey, every pair of Nudie Jeans is made using 100% organic cotton, and intended to be the wearer’s ‘forever jeans’.

Embracing the traditional craftsmanship of denim, at the heart of the collections is the dry (unwashed) jeans, designed to evolve with wear by developing unique whiskers, honeycombs, and fades that tell the story of the wearer’s journey.

CREATE TOMORROW’S VINTAGE’