As I said in part 1, the UK will see a noticeable dip in sales of denim this year. It’s all part of the mystical, cyclical process of fashion. Huge denim brands will be clinging to their market share as the dip sets in, but there are a couple of shining stars that will buck the trend and enjoy healthy growth in 2011.
Nudie Jeans is the best example. Nudie has been a bit of a sleeping giant of the denim world in the UK, but it’s offer, appeal and company ethos are ticking so many boxes that healthy growth is inevitable for the brand. a few years back Nudie Jeans were the denim choice of a really niche, too-cool-for-school set, everyone in the fashion business loved them, but outside of fashion-land there wasn’t much demand.
Over the last two or three years however, the brand has grown massively in the UK, and purely on merit; there’s no bullshit, no hype, no fancy stuff to woo the impressionable. The brand is built on delivering a beautiful quality product, for a realistic price (anywhere from around £80 through to about £400 for the exquisite Nudie Lab Editions).
The jeans are made in Italy, which is more than can be said for some (un-named!!) denim superbrands. There’s a fit for everyone, from the core style Nudie Average Joe, right through to the Ultra-skinny Nudie Tight Long John. As any Nudie Jeans owner will tell you, the jeans age beautifully – whether you’re into the purist raw denims or prefer the “years-old” look of a great authentic used wash, all Nudies will improve with age. A bit like me, I suppose.