I have a love affair with Swedish based denim company Nudie Jeans Co. Not only do they sell the best denim in the world, but they also have a social conscience — they refuse to use sweatshop labor. Nudie also has a Human Rights Gallery for the Benefit of Amnesty International — €11 from each t-shirt sale goes to Amnesty International.
In addition to their social conscience, the brand has a genuine homegrown, grassroots feel. Founded in 1999, Nudie is now the largest fashion brand in Sweden. And the best part of it is that they did this without the use of any flashy advertising campaigns. This just goes to show that a brand’s behavior and culture can speak for itself, breeding insanely loyal fans, who’s word of mouth goes a long way.
Maybe us advertising folk aren’t necessary after all…
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