Nudie Jeans was born out of a concept and an inner drive to create ecologically friendly denim in a world of rapid consumption. The brand caught the attention of denim lovers early in the company's existence with the introduction of the 100% organic cotton line produced in ethical production facilities. Through the persistency and the drive of the founders, the brand transformed from a "jeans-only" into a full-fledged clothing company. Nowadays, Nudie offers outwear, knits, and even furniture. However, Nudie's signature jeans and its reconcilable "wave" pattern are still a corner element of the Nudie brand.