Have you ever referred to a stiff and crisp, brand spanking new pair of denim as your favorite jeans? Probably not. Nudie Jeans Co. knows that jeans, like cabernet, get better with age.

Nudie believes jeans have a soul—an authenticity that comes from time and experience—that can’t be replicated by a factory process. This soul is the sum of all the endearing qualities of your favorite jeans, the comfort and details that weren’t there until you put them there with wear over time.

Nudie offers several washes, but their number one offering comes raw, allowing you to create your own contour, wash and denim story.