Neuw Denim is Melbourne’s latest boot-cut, acid-washed temple to all things jeans. Founded back in 2009 by Swede Par Lundqvist and Aussies Richard Bell and Steve Little, Neuw’s flagship Melbourne store has landed in the CBD. And it’s already generated some serious blue buzz.
The shop’s style is straight up Nordic-minimal, but with a hint of grunge lurking underneath. The jeans all feature deliberately old-school flourishes, like repair stiches and a fob ring hanging from the right belt loop. In fact, the entire range was inspired by Lundqvist’s extensive vintage denim collection (he’s got some pairs that are over 100 years old…and you thought YOURS needed a wash). Denim addicts could happily browse here for hours, but Neuw also has a hand-picked selection of jackets (double denim, if you’re game), flannels, shirts and knits. Next time you’re in Emporium looking for jeans, skip the work experience kids at Myer and go straight to the pros.