RAW SELVAGE DENIM

A lot of you have been down the rabbit hole lately, late nights, open tabs, reading up on raw denim like it’s some half-forgotten craft. Makes sense. Raw’s back in a big way, having itself a proper renaissance. And as your local denim peddlers, it feels only right to pour you a stiff drink and explain what the hell it’s all about. Let’s start with some basics.

Dry denim, raw, unwashed, untouched, is denim in its most honest state. No bleach, no pre-fab fades, no fake backstory. You don’t buy these jeans “worn in,” you wear them into submission. It’s a long game. How you move, how often you wear them, how hard you live, it all shows up in the end. Whiskers, honeycombs, fades that make sense because they’re yours.

Then there’s selvage. The clean, self-bound edge of the fabric, woven the old way on shuttle looms that don’t rush for anyone. Narrow cloth, one continuous thread, slower, tougher, better. Back in the day, those colored lines, selvage IDs, were how mills kept track of who was who. Nudie’s got their own signature: that orange line, quiet but unmistakable.

Which brings us to now. We keep our ear to the ground so you don’t have to. You can concentrate on the more fun stuff. And for spring we’ve dialled the denim in tight. Fresh new arrivals from Gothenburg: raw selvage Rad Rufus, plus a serious heavyweight contender in Tuff Tony, cut from Japanese selvage. Both stiff, dark, and waiting for a life. You know where to find them.