This Denim Brand Is Dedicated to the Modern Australian Woman

Who isn’t obsessed with denim? Here at Who What Wear, we certainly are—which is why we’re always searching for the coolest brands to add to our collections of staples. As much as we love our vintage Levi’s, it’s sometimes necessary to change things up a bit, which is exactly why we’ve been obsessed with Neuw Denim as of late.

With celebrity fans including some of the most stylish stars like Gigi Hadid and Olivia Palermo, Neuw is definitely onto something good. Since the brand was founded in 2009, Neuw has been creating jeans inspired by music and culture. Better yet, the brand designs specifically with women in mind.

To get a little more information about what this means, and for some expert insight on which denim trends are about to be big we sat down with Par Lundqvist and Ana Vemic to discuss. The co-founder and women's designer gave us the low-down, sharing where they find their inspiration and how they appeal to such a range. Keep reading,to see what they said in the full interview below.

Denim is such a timeless staple, where do you find inspiration for designs that keep your styles feeling fresh?

We put a lot of time and energy into our inspiration phase. With so many denim brands in the market today, it’s integral for us to immerse ourselves creatively into different cultures, locations experiences, events and arts before we start designing a season.

We also pull a lot from the history books. We look at vintage garments and think about ways we bring we can them into the present, transforming them by using modern silhouettes, fabrics, and details. 

Our customer is also a major source of our inspiration. Modern muses inspire us today, challenging us to constantly think about how we can create the ultimate denim piece for the 21st-century woman.

Lastly, music. Music is such a major part of Neuw Denim as a company. This brand was built on music, and it remains a primary thread for what motivates and inspires us today.

Your woman’s range is made for the “modern woman”, what does that mean in terms of your designs?

The Neuw Woman lives a modern, busy lifestyle. Our garments have to cater to that. For us, while designing, that means making sure when she puts on a pair of Neuw denim, she feels confident, prepared and ready to take on anything.

From the art gallery with friends, to the dive bar for tequila shots, our denim carries her with style. She is modern, creative, and appreciates quality. She’s aware of what's trending, however, has her own sense of style which she mixes in to make her look unique to her.

Your brand has a great focus on attention-to-detail, what are a few examples of little things that make a big difference in terms of your designs?

We pay a lot of attention to the smallest of details. We obsess over the little things that are often overlooked. As a team, we scrutinise things like trims, thread weights and stitch lengths. Making sure we are creating the perfect balance of modern yet authentic, and premium yet flattering.

We use seasonal details and trends to elevate and modernise our designs. Features like tape detailing, piping, contrast coloured thread, and even new pocket shapes. We spend an incredible amount of time perfecting pocket positions and angles where a couple of millimetres can make the biggest difference!

You have a big fan following. How do you create jeans that appeal to such a wide range of women?

Our main objective, no matter what the season or range, is to create the best possible jeans we can using the best fabrics in the world. We aim to create jeans we love and want to wear, and that we know our customer will too. If the design team don’t absolutely LOVE it, it won’t make it to the retail floor. We leave a lot behind because it just doesn’t feel right.

We are forever grateful for the following and fan-base we have. Without our customer, we don't exist. We constantly look to them for feedback and constructive criticism, pulling this into our design process, allowing it to dictate decisions on what we ultimately create. We listen to our audience all the time, bringing back old fits they ask for, and creating new ones based off their wants and needs.

Neuw Denim has a focus on designing for the modern woman, even though the brand was founded by men. What inspired this idea? How do you think that other designers can become more receptive to catering to women, not just aesthetically, but also practically?

Although the founders (Steve, Par & Rich) are all men, beyond that (and more importantly) they are denim fanatics. They truly love denim: The tradition, the heritage, the history...and the future. Our job as a brand is to create the best possible jeans we can, using the best possible fabrics. And at that point, gender is irrelevant. With that in mind however, the founders have invested in the best possible staff to see out that vision, and I'm happy to say that the Neuw Women's team is all female!

What is one denim trend we should expect to see this autumn?

Longer, looser silhouettes in authentic fabrics. 

Is there any particular denim trend you hope never comes back?

The super low rise skinny, circa 2001. We can thank Paris Hilton for that one.