Back in 2005, a young fellow named Par lived on a street called Neuwlandstraat in
Brussels, Belgium. Like many of his Swedish country-folk, Par lived and breathed denim.
Par had worked for the best denim brands in the world, but he had a dream to start
his own brand built on the concept of vintage revision - the process of adapting and
improving vintage jeans to make them more modern and fit better.
In 2009, Par and two other Australian gentlemen, founded Neuw in Melbourne,
Australia, based on this concept.
VINTAGE REVISION
With inspiration from classic vintage garments,we adapt each pair of jeans and give
them a specific personality and purpose.
Level 1 can be a dart that makes a great five pocket jean fit better than the rest.
Level 2 can include adaptation to fit and vintage repair washes.
Level 3 can be a completely re-cut jean with manual repairs, paint and patches.
Every pair of Neuw jeans has a stamp inside the pocket bags showing the adaptation
level.
It’s not an exact science, it’s just the best pair of jeans that we can possibly make!
PRODUCT ID’s
The zip-zag stitch detail features on the back right-side pocket of every pair of Neuw
jeans. Rather than making up an irrelevant back pocket design or simply ripping off
someone else’s ’arcuate’ the Neuw back pocket is clean and modern. The stitching is
a reproduction of many of Par’s personal vintage jeans that have worn through the
pocket from the wallet rubbing on the denim.
The Neuw brand stamp is a re-creation of the original forms of branding. Orginal
branding of cattle and other livestock used a hot iron to stamp a name or number,
and branding on clothing and other mediums adopted this concept with the use of
rubber stamps which produce a logo like the NEUW brand mark.
Finally, the Neuw key-ring is fastened to the front belt-loop of every pair of jeans, and
this ring has a special story… In his younger and wilder days, Par would rock-out to
Norwegian punk music like it was no-ones business. One night, when wearing a
particularly special pair of vintage 1950s Lee 101 jeans (the James Dean jean), Par
came home to find that he had lost the vintage pocket-watch that his grandfather
had given him. All that was left was the ring on his beltloop that used to be attached
to the watch. A long story this certainly is… but regardless, Par always liked the look of
the ring on the beltloop, and thought it was a good way of branding his jeans….
