Nudie Jeans is based on an idea. This idea is in turn composed of several concepts, beliefs, and a good portion of old fashioned fighting spirit.
The pursuit of doing the opposite was one of the main reasons the brand got started, although not an end in itself. It was rather the passion for dry denim that pointed the brand in that direction. The raw, untreated fabric had at the time been falling into oblivion, and it wasn't sought after by the public.