Maria Erixon, with her then-husband Joakim Levin, founded Nudie Jeans in 2001, prioritizing sustainable values and pioneering environmental awareness and human rights in their business model. As Nudie Jeans has grown, the world has caught up to their ideals. Today Erixon is determined to leverage their position to contribute to the larger journey towards sustainability. In her book, she expresses a commitment to making a meaningful difference, reflecting on Nudie Jeans' role in promoting an eco-conscious future.

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