For its latest denim campaign, Swedish brand Nudie Jeans partnered with Nordstrom to explore how different environments and lifestyles effect on denim.
Being a craft retailer itself, Nudie Jeans approached other craftsmen in different areas, ranging from coffee to music, with the intention of unearthing the same passion for their craft. Each artisan was outfitted with a brand new pair of Nudie Jeans (either the Grim Tim Dry Dirt Organic or the Thin Finn Black Ring), which they were challenged to wear every day for an entire year.
Now, a year later, the results of this unique challenge and denim campaign (titled #BreakingDenim) are trickling in, beginning with LA-based coffee aficionado Tyler Wells. As you can see from the photos, Wells' jeans are well-worn from a year of camping, hiking and other outdoor activities.
Craft Denim Challenges
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