It's hard to make groundbreaking raw denim. The fabric has been around for over 150 years, and the less that you do to it, the better. While denim is nothing new, awesome lookbooks are a surefire way to excite folks in the denim world. Nudie's spring/summer 2013 lookbook shocks with an unexpected rural edge. No one wants to buy awkward "modern" denim garments that will look as lame as acid-wash jeans in a few years time. Nudie has found a medium between making denim hip without releasing items with short shelf lives. The best example: a raw denim pea coat. Imagine the fades this joint will have in a couple years. Look through the thumbs to get a better look at the collection.