Neuw Denim is the brand for denim nerds. Founded in 2009 by Richard Bell, Steve Little and Par Lundqvist, the brand disrupted a tired market with a range that respected denim heritage whilst embracing the future of denim. Along with their denim their collections offer a range of ready to wear pieces that will tie in perfectly with your favourite pair of jeans.
From the beginning, their attitude of rebellion against corporate greed molded their brand identity. A fiercely independent brand from the beginning, Neuw Denim have made their mark with marketing stunts such as freezing cash into a giant ice cube with the Neuw logo and leaving it on the street. Their spirit is reflected in the closure button on all their denim that says “Life is too important to be taken seriously.”
The name Neuw plays tribute to the street Nieuwlandstraat in Brussels where Par had taken his first denim making apprenticeship. From there, Par delved head first into the world of denim, eventually collecting around 7000 vintage denim pieces that are in his office in Melbourne. Intimately studying every corner of these vintage jeans, their design team is able to take what has worked from these pairs that has stood the test of time, and made improvements on what hasn’t. They have even created some of their own unique production methods, such as the water-saving technology of the Air Wash which uses Ozone as a natural bleaching and aging agent.
As well as the vintage flair, pop culture has always been a major influence of the brand. Their key looks have drawn inspirations from icons, such as the Iggy for mens named after Iggy Pop, or the Marylins for women named after Marilyn Monroe. The nostalgic influences also extend to the signature features of the denim. A family heirloom pocket watch given to Par by his grandad that he lost one drunken night out. All that was left was the ring, that inspired the Fob Ring feature on the right belt loop. As well as this, look out for the repair stitch on the back right pocket and the dart on the back ankle hem that mark every pair of Neuw Denim.