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Style, innovation & equality

A neuw take on denim

Aiming to make jeans for young creatives who believe they shouldn’t have to sacrifice style for sustainability, denim brand Neuw celebrate their 10th anniversary, presenting several exciting news at this week’s Pitti Uomo.

Words Johan Magnusson

Swede Pär Lundqvist started Neuw with Australians Steve Little and Rich Bell back in 2009, hailing from opposite sides of the world and brought together by the love of denim and music. The idea of the brand came from a deep understanding and respect for denim, both as a fabric and as a cultural phenomenon.

— Our, not so humble, ambition was to lift authentic denim out of the history books and into the 21st century, says Lundqvist.

Over the last ten years, they have carved out a niche amongst successful creatives, primarily in Stockholm and Melbourne. They have taken it slow, with a focus on getting it right for the customer.

— However, the demand from other parts of the world has really gained momentum as of late and now we are ready for London, New York, Paris, and Tokyo.

To add an extra level to the collections, they’ve now worked with Lukas Vincent, Founder and Creative Director of Ex-Infinitas; a fast-rising luxury ready-to-wear brand, and the winner of the International Woolmark Prize and Australian GQ Designer of the year.

— Our collaboration came from a long friendship and a shared fascination for vintage workwear and music, Lundqvist says, continuing,

— Our joint ambition was to pair work wear with Lukas’ love for surf subculture and tailoring, then style it in a way that made it feel like the indie, punk and electro music we both love. With that in mind, we started by pulling out pieces from our archives. We re-constructed them and added Lukas’ signature tailored high end touch to all the garments. Styles re-made, recut, re-designed and re-interpreted in modern silhouettes. For us, this was a process of working that embraces the creative fashion element of ready to wear without losing the quality and attention to detail of authentic work wear. We call it Ready-To-Workwear, and yes, we love the fact it sounds a bit corny!

Neuw’s jeans are washed and processed using recycled water and 0% of contaminated water is discharged into the water grid. This month they launch the ZERO initiative, with specific goals for a greener and brighter future.

— ZERO is something we have been working on for years. Finally, we’ve got the process to a point when we are happy to release it to our customers. The process is completely removing harmful chemicals. Instead of using additives such as potassium permanganate and resin to replicate wear patterns and wash effects, ZERO garments are handstitched prior to wash and brushed to produce a genuine without the use of any chemicals. In addition to this, ZERO eliminates classic stone-washing methods by using synthetic stones in place of traditional pumice. This newly adopted process leaves no sludge behind, which allows us to clean and recycle the water in an energy efficient manner that significantly decreases our carbon footprint.

Give us more on your major launch for Fall/Winter 2019, the Baggy line.

— The last ten years, jeans have been all about skinny fits. A change is upon us. Our ”Baggys” are three silhouettes designed to take relaxed fits out of its classic context of street and make them relevant to guys who are in to indie, punk, and alternative electronic music. Modern loose fits for young creatives who want what’s new without compromising on quality or sustainability.