It all begins with a pair of raw jeans... Nudie Jeans were born in Gothenburg Sweden in 2001 by Maria Erixon and have been a staple of Maplestore ever since. From the beginning, Erixon has been a strong believer in the beauty of raw denim. Nudie Jeans have also taken the lead on sustainability, workers rights, transparency of supply chain and the use of organic fabrics. 100% Organic cotton, Fairtrade sewn, full transparency.