The Naked Truth Behind One Swedish Brand and Its Supply Chain

This Swedish company is showing that ethical supply chains and commercial viability can go hand in hand even in the fast paced fashion world. Nudie Jeans, the Gothenburg-based brand, is basically the Patagonia of jeans.

Though the company now sells t-shirts, jackets, and other apparel, they started with jeans. That is organic cotton denims, which come in dry, selvaged, and washed varieties in unisex designs. However, the brand has evolved in the last 10 years from just manufacturing jeans to one that rallies for fair labor practices, organic farming, and toxic-free dyes.

While in the last three years a new crop of fashion brands have been talking about restructuring supply chains in textiles, Nudie Jeans began venturing down this path in 2006a decade ago, when the company shifted to using only organic materials. At that point, Nudie was only 20 percent organic. The founder Maria Erixon invited their suppliers to a meeting in Gothenburg where they broke the news: they were going in a different direction. Even though they lost some of their suppliers who didnt want to adopt the organic cotton practices, Nudie continued. Four years ago, the company announced that they had become 100 percent organic.