The brand idea for NEUW was born in Nieuwlandstraat, Brussels. This is where denim designer Pär Lundqvist began to tailor and alter pieces from his extensive denim archive. In 2009 we took the concept of referencing fits, fabrics and traditional pattern making further by re-inventing them to be right for now. We think of it as respecting the heritage, and embracing the future.

Running a denim brand is like being in a band. The best bands are the ones that have a burning passion for roots music and the rebellion, aesthetic and lifestyle connected to it. They take us and the music to new places by experimenting and playing with the original, raw sounds and rhythm. We aim to create our jeans like our favorite bands create their music.

Photographer: Zsolt Istvan Posta
Images courtesy of Retail Design Blog