Maria Erixon, along with her then-husband Joakim Levin, established the denim brand Nudie Jeans in 2001. The couple made a conscious decision to build the brand around sustainable values, an approach that was ahead of its time. Erixon shares that back then, they were one of the few companies focused on tangibly incorporating environmental awareness and human rights into their business model. As Nudie Jeans has grown over the years, they have seen the world catch up to their ideals. In 2019, they find themselves in a position where they can contribute to the larger journey towards sustainability, and Erixon expresses her determination to make the most of this opportunity in her book.

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