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Neuw is the brainchild of three friends from Stockholm and Melbourne. Founded in 2009 as an independent, modern denim brand that puts cultural integrity over profit. Paying homage to Neuwlandstraat, Brussels – where Creative Director and Cofounder Pär Lundqvist had lived and began to alter denim pieces from his vintage collection. Neuw fuses sombre Nordic design with a more casual Melbourne aesthetic inspired by the trio’s love of contemporary music, art, and vintage design. Referencing personal archives of denim dating back over 100 years, Neuw is dedicated to curating the best fits, fabrics, and finishes, and applying a traditional approach to pattern-making and tailoring to design expertly crafted, long-lasting denim, that sculpts to your body and gets better with every wear. The hero of each collection are modern jeans with keen attention to detail, fit, and workmanship, as well as exclusive collaborations with emerging and established artists, designers, and musicians. Today Neuw is one of the world’s few owner-operated denim brands whose seasonal collections have grown to include a premium selection of apparel for men and women, available global in Neuw stores and premium retailers. The Fob Ring which hangs from the front right belt loop of every pair of jeans is in memory of the beautiful fob watch given to our Denim Director, Pär by his grandfather. Pär would keep this watch in the front pocket of his favourite jeans secured by the chain to the belt loop. One drunken evening in Stockholm the watch met its demise and all that remained was the fastening ring, which Pär kept as a momento, liking the look and ultimately fastening one to every pair of Neuw Denim jeans.