The brainchild of three friends from Stockholm and Melbourne, Neuw was 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.