Nudie Jeans is the “naked truth about denim.” The belief that denim has the ability to age beautifully and can essentially form into the user’s second skin is what drives Nudie to create a jean that is both naked and personal. Nudie believes that the indigo they use is a living color that fades and gives denim character. The longer the jeans are worn, the more character they get. This passionate view about men's jeans, and the fact that they avoid short-term trends, has made Nudie a staple in the denim industry and validates the statement that “jeans are more than just a piece of clothing.”