Nudie

New York lifestyle photos & all denim flat and detail photos by Velvet Sea Media; San Francisco lifestyle photos by  Matthew Reamer; Seattle lifestyle photos by Thomas Akin; Los Angeles & Chicago lifestyle by Sean Klingelhoefer; animations by Studio 30

What does a year of wear and tear look like on a pair of jeans? If they’re Nudie jeans, really good.

Don’t believe? Peep the finale of the Swedish brand’s #breakingdenim campaign: five guys, five cities, five pairs of jeans, one year.

Here is post #1. This is post 2, with full documentation of a year in the field.

Shop: Nudie

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What happens when our Men’s Shop video team goes to Las Vegas during Market Week? They run into Pharrell. They get down to brass tacks with up-and-coming design heroes. And they make some movie magic—amidst three furious days of menswear trade shows.

Watch the interview clips above to learn about the humble beginnings, advanced technology, and DIY ethos behind today’s best denim brands—then shop our Editor’s Picks below to start your quest for a new favorite pair. (Catch part 1 of our Vegas-trip Editor’s Picks here.)


L-R: Natural Selection | Levi’s Made & Crafted | 7 For All Mankind | Baldwin | Nudie


L-R: BLK DNM | AG Jeans | Hudson | Lee 101 USA | Raleigh Denim

 

Watch: More Videos in this Series

Shop All: ‘Denim, Reconstructed’ Featured Brands

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Swedish denim brand Nudie knows its way around a killer fit (see their spring 2013 lookbook image above)—but their philosophy runs way deeper than just looking good. Last year, Nudie achieved the difficult goal of converting to 100% organic cotton.

The eco-friendly journey doesn’t end there: Nudie takes impressive steps to extend the life of your jeans by offering tutorials on how to patch your pair at home and opening a brick-and-mortar repair shop in London. They even offer wrecked jeans a chance at reincarnation with amazing projects like handwoven recycled-denim rugs.

The images below illustrate the ironic beauty of Nudie’s craftsmanship—despite the outwardly gritty appearance, the dyeing and recycling processes being depicted are sustainable and environmentally conscious. (For a video of Nudie’s recycling process, check out our previous post on selvedge denim.)



Besides being a clear leader in sustainable jeans, Nudie also has its finger on the pulse of independent music. Here’s a live performance from Nudie’s store in Gothenburg, Sweden, by a band from the same town called The Shy Lips (who, according to their own Facebook page, have been producing the “Finest Swedish indie rock since 2012”). For many more in-store shows by the likes of Little Dragon, Band of Horses, The Pains of Being Pure at Heart and more—check out Nudie’s website.


 

SHOP: NUDIE JEANS | ALL MEN’S DENIM
 
 

[Video and images courtesy of Nudie Jeans; Nudie production images photographed by Ulf Lundin. Individuals featured do not endorse Nordstrom.]

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Last week, along with our friends at GQ, we brought you loafers that are classy enough for the office, comfy enough for the weekend.

Today, the second in our series of GQ Spring Trend Reports showcases that all-American casual classic, the Jean Jacket—which, as the tie-clad lad above proves, can also be dressed up as a substitute sportcoat. Below, GQ Creative Director Jim Moore (left) and Deputy Editor Michael Hainey offer some key insights on jean-jacket fits and colorations:

Check out own favorite jean jackets below, from raw denim to washed-out. Click the images to shop each one, and browse additional options here: MORE JEAN JACKETS
[Note: The jacket up top is by Rag & Bone.]


Levi’s


BLK DNM


Diesel | Howe | Topman


Brixton | Nudie | Levi’s

 

Look for new GQ Spring Trend Report videos in the weeks to come—
and shop all eight of our GQ-approved trends, from cotton suits to camo, here:
GQ SPRING TREND REPORT

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The Real Deal: Selvedge Denim

If you’re new to the concept of jeans constructed with a truly masterful hand (the term ‘selvedge’ or ‘selvage’ is often used in menswear circles), we think the pros at one of our favorite denim brands, Sweden-based Nudie Jeans, explain it best. From NudieJeans.com:

“Selvedge denim is made on old-style shuttle looms. The fabric is woven using one continuous cross thread; the weft. As the weft loops back into the edge of the weave, the selvedge [derived from ‘self edge’] edge is created…Selvedge production is much slower than conventionally produced denim [creating a softer, more durable fabric], and only the best raw materials are used. It can be compared to the ‘slow food’ movement; this is slow denim.”

Many pairs of Nudie, in particular, are also made with organic and/or recycled cotton. The following videos show the unique life cycle of Nudie Jeans—from harvesting the organic cotton, to the artisanal craftsmanship that goes into every pair, to the brand’s repair/reuse/reduce ethos, to the dismantling and revival of old jeans through fabric recycling:




 

One of the selvedge-denim connoisseur’s favorite topics is the art of breaking them in. The jeans in the picture up top started out in a deep, raw, untouched blue (often referred to as ‘dry’ selvedge—i.e., unwashed during the production process). As the owner, a guy named Jeppe, wore them day after day, the raw denim gradually faded in a completely unique way—you can even see where he kept his phone and wallet. Here’s another look at the breaking-in process, month by month:


(click to enlarge)
 

Note that these remained unwashed for the first eight months. Purists will tell you that abstaining from laundering selvedge denim is vital to the personalized fading process. Here’s a chart, thanks to the people at Nudie, in case you’re not sure when the time is right:


 

Now that you’re in the top-shelf denim market, the choice is yours: Go raw and try your hand at wearing them in, or skip ahead to an artfully pre-distressed pair. Either way, just don’t wear them in the ocean.


Nudie | A.P.C. | Rising Sun


Baldwin | Hudson | 7 For All Mankind
 

SHOP: SELVEDGE DENIM | ALL MEN’S JEANS

 
 

[On-figure jean shots are from Nordstrom.com; other photos and videos courtesy of NudieJeans.com.]

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Anniversary Sale Made Easy

Overwhelmed by page after page of incredible Fall essentials at great prices? If you don’t have time to click to your heart’s content, we’ve eliminated the guess-work with a well-stocked category of Featured Looks—complete, head-to-toe kits ranging from buttoned-up boardroom suiting to rock-and-roll weekend wear. Check out three of our favorites below.

Billy Reid Pullover: Sale $122.90, After Sale $185
Billy Reid Shirt: Sale $116.90, After Sale $175
Nudie Jeans: Sale $119.90, After Sale $179
Red Wing Boots: Sale $159.90, After Sale $240

This is a great opportunity to score supreme-quality basics from Billy Reid, CFDA Men’s Designer of the Year, at reduced prices. Here we complemented this grown-man version of a hoodie with one of our favorite up-and-coming jeans brands—Nudie, made in Italy with organic cotton—and an all-American classic: Red Wing boots. SHOP THIS LOOK

 

John Varvatos Star USA
3-Piece Suit: Sale $449.90,
 After Sale $795
Dress Shirt: Sale $59.50, After Sale $90
Tie: Sale $56.90, After Sale $85

To Boot New York Oxfords: Sale $196.90, After Sale $295

Think of rock-inspired designer John Varvatos as your source for office-ready clothes—with a touch of attitude. This slim-lapeled, shadow-plaid suit falls squarely in that category, and at under $450 for all three pieces, it’s hard to pass up. Finish with sleek, classic Italian-made dress shoes—at nearly $100 off. SHOP THIS LOOK

 

Diesel
Sheepskin Leather Jacket: Sale $399.90,
 After Sale $598
Trim-Fit T-Shirt: Sale $32.90, After Sale $50
Slim-Straight Jeans: Sale $179.90, After Sale $280

This jacket features crinkled leather so it looks perfectly broken-in from day one, plus extra seaming that makes your shoulders look broader. (It even comes in a cool navy-blue, in addition to the black shown here.) Diesel’s jeans are infamous for a killer fit, and the artisanal distressing is unique to each pair—so scoring some for under $200 is a steal. SHOP THIS LOOK

 

Not satisfied? Shop more Featured Looks here, and all Men’s Anniversary Sale here.

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