Neuw Denim is an Australian brand founded by three friends – Par Lundqvist, Stephen Little and Richard Bell – who have worked on and managed some of the world’s biggest denim brands in Europe and Australia (including Lee and Wrangler). The trio are now the creative team taking original vintage jeans apart and recreating them with added darts, tucks and repairs for a contemporary look, with a big injection of personality, rebellion and rock ‘n’ roll style.
Inspiration to launch the brand and their first collection came from Lundqvist’s passion for denim and his extensive personal collection of jeans – 2,500 pairs to be exact! Their vintage revisions have now created a label that exudes edge and is a favourite among fashion’s hip kids, with the trio’s designs hailed as “real jeans, for real people”.
Passion and experience lies at the heart of these designs, reflected in the ideal fits, with each pair created as a personal story from Lundqvist’s denim archive and ‘adapted’ into the jeans which are sold on shelves around the world. All pairs come decorated with another personal touch – a ring embellishment on the front belt loop, which is a replica of Lundqvist’s grandfather’s pocket watch key ring.
For such a premium denim range, the retail price is refreshingly affordable, with most pairs under $200 and ‘core’ jeans / cut-offs priced under $150. The brand is not yet available in the UK (blubs!) but if you’re heading to the States soon (I am, woop!) they are available to buy in stores such as Fred Segal and American Rag in LA.
Visit the Neuw Denim website for more details about stockists and the brand.