Nudie Jeans Co
No matter what your jeans looked like when you bought them, they all started out as a pair of dry denim. Those pre-washed and pre-distressed favorites of yours may look like they’ve been to hell and back, but from the beginning they were all dark indigo denim.
The touch, smell and deep blue shade of raw, unwashed denim fabric is evidence of true craftsmanship. And it’s there, in the dry denim and in the subsequent act of breaking-in a pair of dry denim that the heart of Nudie Jeans lies.
For many people, nothing beats the smell of a new pair of dry jeans. Literally, it’s the smell of craftsmanship. At every stage, from the harvesting of the cotton, through to the indigo dyeing and the weaving, down to the sewing, men and women have used their hands to create your jeans.
When you slip into a new pair of drys, another kind of craftsmanship begins – the breaking-in. For some people, breaking in jeans is a sport. And for all of us, it’s definitely a challenge.
Breaking in a pair of dry jeans is a journey lasting six months. The outcome depends on how you travel. Sitting around in the office won’t grace the denim as much as if used while repairing motorcycles. Regardless of your lifestyle, your jeans become a log of the months gone by – you might even end up with a few amusing anecdotes referring to different stains, abrasions, or scrapings. When you’ve come this far, you and your new stiff drys will have gone from being separate entities to a unity – a second skin.
Compared to a new pair of dry jeans, the smell of a well-worn pair just before wash is a completely different matter.
It’s a smell that could most probably raise the dead.
But it’s most definitely the smell of a winner.