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Nudie’s sinister looking model doesn’t scare me off at all, nor does he deter me from checking out this lookbook! They advertise their jeans as “The naked truth about denim”. Their Dry Selvage program is a special concept built upon their best denim from Japan, Italy and Turkey. Nudie has selected the highest denim qualities: denim with cashmere, hemp and organic cotton. This line is their core, made for all lovers of Nudie and dry denims, and for all those who understand and embrace the passion for denim. No frills, no fancy design, just pure and good denim. They have a women’s line as well, which I am hoping to be able to show you here soon.

Note: You may think you have seen this lookbook before, but, Nudie explained this to me: “Because we are not very trend driven, our images have the same aesthetic from season to season – gritty and indie on the streets of Sweden”.

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