Nudie Jeans
Solutions
E-commerce, Digital Design, Centra
A digital home for Nudie Jeans that matches their raw, honest spirit. We designed a contemporary e-commerce experience with careful attention to detail, creating a platform for their craft denim, ready-to-wear, and accessories that feels as authentic as the brand itself.
More than Jeans
Nudie Jeans makes jeans built to last decades, with free repairs for life. The commerce experience guides customers through Nudie's repair philosophy before they even think about buying new. We made it easy to book repairs, track a pair of jeans through its entire lifecycle, and find the right fit across global inventory. The technical complexity runs invisible behind a simple story: buy once, repair forever.
What we love about the result is how it feels authentically Nudie. The site works as smoothly in Tokyo as it does in Gothenburg, but every interaction reinforces why you'd want to keep these jeans for twenty years instead of two.
Digital pioneers
Aino has been an integral part of their digital journey since 2010, acting as a long-term partner and inventor of new ideas and technology. The platform has gone through several iterations over the years, always focusing on providing the right tools to enable consistent brand expression, faster execution, and better collaboration across markets.
Nudie Jeans kicked off in Gothenburg in 2001, fueled by a love for dry denim, punk music, and snus.
Bridging online and physical
We helped Nudie make the switch to headless in 2016 and they saw an immediate average yearly growth of 24%. Today they are a global craft jeans powerhouse that has erased the boundaries between online direct‑to‑consumer, digital wholesale, and physical retail.
Silver, European Design Awards 2026. Winner of Brand & Art Direction, Pulse eCommerce Awards 2026.
The fit guide
Easily browse through the different jeans with the Nudie Jeans Fit guide.
How it’s built
- Platform Centra, headless
- CMS Storyblok
- Frontend Next.js, React
- Search Built in-house
- CRM Voyado Engage
- Accounts Firebase
- Payments Adyen, through Centra
- Shipping Ingrid
- Returns Inretrn
- Reviews TestFreaks
- Fit Virtusize
- Hosting Vercel
- Markets 54 countries, 11 currencies
A headless Centra storefront
Nudie Jeans sells in 54 countries and 11 currencies from one codebase. Centra holds products, prices, markets and checkout, and the storefront is built on Next.js with every page pre-rendered and served statically. When an editor publishes in Storyblok, only the affected pages are refreshed, so content changes go live in seconds without a deploy. Language, market and pricing are resolved at the edge from the visitor’s location, and search engines are served a stable default so global routing never interferes with indexing. The build runs on the commerce core we have refined across twenty Centra storefronts.
One account, three systems
Members sign in once and see orders, promotions and repairs in one place. Firebase handles identity, Centra keeps the order history, and Voyado Engage carries member promotions and newsletter preferences, joined automatically at login.
AI shopping assistant
The storefront includes an AI shopping assistant built specifically for Nudie. It works from the brand’s own knowledge: the live catalog, stock per size and store, garment measurements, and the same knowledge base that powers the help pages. Ask about fit, care or availability and the answer reflects what is true right now, with products shown directly in the conversation. It runs on Slash, our platform for intelligence work.
Search built for denim
Search runs on our own index, rebuilt every morning from the live range. It is tuned for how people shop jeans: fit names weigh heavier than product names, color terms like dry and rinsed resolve correctly, and jeans rank before accessories. There is no third-party search vendor and no fee per query, and when the catalog changes the index follows on its own.
Repairs as infrastructure
Free repairs for life needs systems behind it. Members order repair kits, book repair-shop visits, and keep a record of every repair alongside their orders. The repairs service is operated by Nudie, and the storefront integrates it directly into the member account.