For Nudie's Creative Director Maria Erixon, jeans are more than just something to wear. Done right, they can be an expression of culture, a way of life. Growing up in Stockholm, Maria witnessed the 70s 'jeans mania' first hand and her obsession with denim started from there. After studying drawing at an arts school in GÃ¶teborg, Erixon worked as an Art Director for Swedish clothing line JC, before landing a job as design manager at Lee Jeans in Brussels. In 2001, Erixon teamed up with friend Joakim Levin and the team went on to create Nudie Jeans, a brand specialising in classic, premium quality denim.