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This week’s Q & A is with Joel Lindefors who is the wonderfully titled Denim Preacher at Nudie Jeans.

1) Why do you think after 200 years jeans are still one of the most popular items of clothing?
Denim is closely connected with rebellion, democratisation and equality. It is the garment for a modern, or maybe post-modern age.

2) Last time I counted there were over 200 brands of premium denim jeans, what makes your jeans stand out from the rest?
I don’t know about the rest but we are truly passionate about denim. We are really denim freaks. Our jeans are made of a lot of love and then. And we share this passion for denim with our carefully selected suppliers in Italy, Japan, USA and Turkey. The love for denim is the needles eye everybody has to pass.

3) Who do you imagine is a typical customer?
We don’t.