Our new collaboration with Nudie Jeans—Swedish master-craftsmen of raw denim in its purest form—follows five men of distinction over the course of nine months, as they do their best to beat up a crisp, new pair of jeans. You can follow their progress here on Men’s Shop Daily, as well as on Instagram.
Keep reading to meet the five guys—from a bicycle shaman to a caffeine connoisseur—whose stories, and jeans, we’ll be getting better acquainted with in the months to come.
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.)