#37 Joakim Levin, CEO & co-founder Nudie Jeans - People buy great products, they don't buy sustainability

Joakim Levin is the CEO and co-founder of Nudie Jeans, an international clothing brand with the mission of creating cool and lasting denim wear. Founded 20 years ago by Joakim along with Maria Erixon and Palle Stenberg, Nudie Jeans has today grown into a multinational company with sustainability at the very core of the business model. In this interview, we talk about the journey of Nudie, how to professionalize an organization, the boring parts of leadership, challenges in driving a values-based company, and why Nudie Jeans has the best-kept sustainability secret in the world.