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Nudie Jeans was born in Gothenburg, Sweden founded in 2001 by Maria Erixon. Erixon states that she is drawn to designing jeans as "the more you wear and repair jeans, the more character they have. Denim is a living fabric that changes over time – and they are for everyone, of all ages and genders". Nudie Jeans specialises in raw and prewashed denim jeans, but the company’s collection includes many other items of casual clothing & accessories.