Having been founded in Australia four years ago, Swedish-Australian brand Neuw is now represented and sold all around the world. Behind the exploding brand is Eskilstuna native Pär Lundqvist who lived in Stockholm for many years before moving abroad ten years ago. First port of call was Brussels, Belgium and now he lives in Melbourne, Australia. Most of the brand’s products are created in tandem with his brother, who lives in Stockholm.
Behind Neuw was a burning passion for denim and the culture attached to it. The ambition from day one was to create modern products with integrity, personality and quality. In order to do so, they spent years studying past masters and the garments they made before designing and producing their own products.
“We try to understand the past because we have a great deal of respect for the quality and durability of traditional craftsmanship,” says Pär, who is the creative director of the brand.
Having been interested in fashion and design as long as they remember, they researched classic make, dye and weave techniques, then applied them in the creation of modern products that their friends and themselves want to wear.
“It’s like music… the best bands are influenced by roots music but then they experiment with original melodies and rhythms. What comes out is a modern sound that makes us want to dance right now.”
“But, if you listen closely you can hear the tradition and craft of the old days hiding under layers of attitude, aesthetic and modernity.”
What do you think is the key to success as a relatively new and upcoming designer?
Without talent you won’t get anywhere, needless to say. But then I think it’s also important to surround yourself with people who compliment your skills. If you’re a creative designer you need to be able to focus on understanding your consumer and their aspirations. Don’t think you can do sales, logistics and marketing all on your own. You will spread yourself too thin.
In working with denim, do you think you are part of a general trend right now?
Of course, we look at what’s happening around us in terms of style, but we focus on creating quality garments, not on following every fashion fad. The good thing about denim is that it never really goes completely off trend. It’s always there.
In terms of inspiration, what are your main sources?
We find it in music, photography, good times and my vintage archive.
Outline your and Neuw’s plans for the not-too-distant future.
Keep making good jeans, go to as many gigs as I can and open more of our own stores around the world.
What’s the biggest difference between Stockholm and Melbourne do you reckon?
An obvious difference is nature and weather. The climate influences a more colourful and exhibitionistic fashion than the more restrained or even minimalistic style of Stockholm.
Melbourne lacks the sense of history and classicism that is very apparent in Stockholm. I miss the old buildings and the grand streets. But people here are friendly, open and positive. So all in all it’s a great place to live.
What’s your favourite thing about Stockholm, what do you miss?
Friends, family and the beautiful scenery. Even though I don’t live there anymore, I am proud to call Stockholm home.
