Design goes beyond creating just a product that serves to fulfil a need or a function. The philosophy of Nudie jeans is to become part of your dreams. Jeans have a natural built-in dream and attitude. Nudie is the ”naked truth about denim”. Denim has the ability to age beautifully – formed by its user into a second skin, naked and personal. The longer it lives the more character it gets. The more you wear your jeans the more beautiful they get.