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|Maria Erixon, creative director
Joakim Levin, executive chairman
Palle Stenberg, CEO
Nudie Jeans is a Swedish clothing brand originating in Gothenburg and a subsidiary of Svenska Jeans AB, founded in 2001 by Maria Erixon, a former employee and AD of Lee Europe and Swedish designer JC. Erion 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".
As of 2003, the company had 12 employees, revenue of 93 million Swedish kronor and a net income of 13.6 million kronor. 70% of their revenue was generated outside of Sweden. These figures are likely to have increased massively during the past 3 years as the brand has become more popular (in 2004, Nudie's net income increased by 70% ).
Nudie specialises in raw and prewashed denim jeans, but the company's collection includes many other items of casual clothing & accessories. In 2003, denim jeans comprised 70% of their total sales.