The Story of Nurmi Jeans

The Story of Nurmi Jeans

Nurmi jeans are no ordinary pair of pants. They are designed to last for a long time as an essential part of your wardrobe. The jeans are made with respect for the environment and people around us so they don’t just look good – they are also good from inside.

We wanted to find a way to design good-looking, long-lasting jeans that would be produced ecologically and ethically and the whole production process would be transparent. The task was harder than first thought but it was all worth while!

Design & fit

There is one style for men and one for women which both come in classic color indigo blue. The fit is designed to be slim but not super skinny and style minimalistic. Waist is just high enough to be comfortable to wear and it fits to many different body shapes. All details are carefully thought and executed with great preciseness.



100% organic cotton as material would have been the obvious choice, but we wanted to find a material containing hemp because there are many environmental benefits to using hemp fiber. Luckily we found a really high quality material with both organic cotton and hemp to be used in the jeans.

The denim is 55% hemp and 45% organic cotton. Organic cotton is grown in Turkey and certified organic by Institute for Marketecology ( Hemp is grown in China. The yarn is spun and the fabric is woven in China. The fabric production is operated by Hemp Traders – a well established company from USA dedicated to sustainability.

The strong and durable hemp is naturally ecological in many ways. It grows well without many nutrients, so it doesn’t need synthetic fertilizers. Hemp requires little irrigation and it can grow in arid regions. Hemp also outcompetes other weeds, making the use of synthetic herbicides unneccessary.

Organic cotton is cultivated without using synthetic fertilizers or pesticides. The production enhances biodiversity and causes as little impact on the surrounding environment as possible. The use of GMOs is prohibited.

The material of pocket pouches is 100% GOTS certified organic cotton from Turkey.



The dyeing process on the hemp denim begins with dyeing the yarn before it is woven. One yarn is dyed indigo blue, while the other is left natural. Then they are woven together.

No Chlorine bleaching is used. Enzymes are used to improve the smoothness, strenght and weight of the fabric. Dyed with low impact dye stuff. Fixation is 70% or more, no salt is added to dye bath. No heavy metal content. Heat reclamation and water filtration on site.


The cutting, sewing and finishing is made in a small town in Eastern Finland, Keitele. Although Keitele is small there is located the biggest jeans manufacturer in Scandinavia, M.A.S.I. Company Oy. The Nurmi jeans are made from start to finish in Keitele by talented factory workers. The pocket pouches are printed in Lahti, Finland, by UNQ Designs.

The ecological and ethical aspects are taken well into consideration. In Finland the environmental laws are extremely strict, workers rights are good, working conditions excellent and wage level one of the highest in the world.

First the pattern pieces are cut:

The manufacturing process of jeans is labour-intensive. Here’s a few of the many different sewing stages:

After sewing the jeans are straightened with steam:


No other finishing is applied than light water wash – no sandblasting, no stonewash, no chemical finishings. It gives the material a soft feel and pre-shrinks the jeans. This way the jeans are more comfortable to wear from the beginning and you know which size to choose.

The finished products are carefully quality checked:

The info tags are fastened to the back pocket:

Leather label

Label is made out of vegetable tanned leather from Denmark. It is cut & engraved with laser in Helsinki, Finland by Laser Cut Studio.

After cutting all the labels are washed and dried…

… before they are attached to the jeans.

Care & washing

To save energy wash at 30°C inside out with environmentally friendly detergent. Line dry. Reduce washing by hanging your jeans outside. The older the jeans get the better they become – so please cherish them for many years to come!


 Available at Nurmi webstore

Men’s & women’s Nurmi jeans are available to buy at Nurmi webstore. Visit the store!

Nurmi // hemp & organic cotton jeans