We interview PAR – creative genius behind hot new denim label NEUW

AFTER 200 YEARS JEANS ARE STILL ONE OF THE MOST POPULAR ITEMS OF CLOTHING. WHY DO YOU THINK THAT IS?

The secret of jeans lies in the 

fabric they most commonly made from, denim. Denim gives jeans the ability to last for a long time, adapt to the owner and become better with time. Because every pair develops unique character, jeans have never just been confined to one era style or trend. They are truly timeless classics.

DESCRIBE YOUR RANGE THIS SEASON AND WHAT THE INSPIRATION IS FOR THIS COLLECTION?

I am a compulsive collector and over the last fifteen years I have built up an extensive archive of vintage jeans, leather jackets and other garment related to denim and rock ‘n’ roll culture. The oldest garments are from late 1800s and the newest ones are from the 1990s. These archives are the ongoing inspiration for Neuw and rather than building collections around trend stories we pick the best styles from the archives. Then, in order for them to fit with the overall modern aesthetics of the brand, we repair, re-cut and re-colour them. We call this process ‘Vintage Revision’. It’s a slow and rather old-fashioned way of working but it gives each garment a unique personality and that is more important to us than creating on trend collections.

THERE ARE HUNDREDS OF PREMIUM DENIM JEANS BRANDS, WHAT MAKES YOUR JEANS STAND OUT FROM THE REST?

I am obviously rather biased, but I hope people will appreciate our fit, quality, aesthetic as well as the individual character of each jean. I also think a lot of progressive consumers are keen on buying products that offer an alternative to big company cookie cutting and dodgy production methods. We’re a small privately owned and operated company who work with a limited number of suppliers that we know well and we ensure that everyone that touches our products are treated fair and just.

WHICH STYLE AND WASH OF YOUR JEANS ARE FLYING OUT OF THE SHOPS THE QUICKEST AT THE MOMENT?

For guys there are two standouts: iggy skinny in Black stone wash and jimmy straight in Raw indigo. For girls the standout is Vintage skinny in the Black Rocker wash.

WHAT ESSENTIAL JEANS SHOULD EVERYONE HAVE IN THEIR WARDROBE?

A pair of quality jeans that have been worn from their darkest indigo form. As they fade and form around your body they become the most personal and comfortable piece of clothing you’ll ever own.

WHAT ARE THE FIRST PAIR OF JEANS YOU REMEMBER OWNING?

In the early ‘90s, everybody was wearing 501s. The coolest 501s in my Hometown of Eskilstuna, sweden were parallel imported (illegal) made-in-usa ones. They were the first jeans I remember buying and owning. They have a very special place in my personal collection.

WHAT HAVE BEEN YOUR FAVOURITE PAIR OF JEANS THAT YOU HAVE OWNED AND WHY?

A pair of foremost jeans from the late ‘40s that I re-cut to a slim tapered silhouette. I have worn them for the last four or five years. They are completely worn out and every time I try to wear them now, I have to add new repairs. I built a Neuw jeans fit (lou slim) based on this garment, so it is much more than just any other jean to me.

WHICH CELEBS ARE CURRENTLY WEARING YOUR JEANS?

Seeding on celebrities is not one of our priorities. We want real people with a passion for denim, music and independent culture to wear them, not lady Gaga.

WHICH PERSON LIVING OR DEAD WOULD YOU MOST LIKE TO SEE IN A PAIR OF YOUR JEANS?

Ned Kelly and Patti smith.

WHAT IS THE WORST DENIM CRIME?

Jeggings make me want to smoke crack.