Neuw Denim AW12 Lookbook & Interview
There is nothing in the range that we don't wear ourselves.
Normally owning over 3000 of something would mean you have officially crossed the line between collector and hoarder. But Par Lundqvist does not collect porcelain cats or Pez dispensers. He collects the best pairs of jeans from over the last 100 years, which he re-cuts and re-develops for the Australian denim brand Neuw that he co-founded. Improving on timeless style and by adding modern details, Neuw bridges the gap between muffin top and mom jeans with a variety of flattering fits they call Vintage Revision. They also do pretty sweet shirts, knits and dresses.
Following the release of Neuw's AW12 lookbook, we talk to Par about the brand's unique aesthetic.
Lucy Cormack: You've really captured the look of that 1950s charmer, in the guys line. Do you think this is an era guys are merging towards in today's fashion realm?
Par Lundqvist: The 50's style of dressing cleaner and sharper with a focus on traditional denim is definitely a trend we're seeing emerge in Australia. The winter range was inspired by this era and Neuw's inspiration, as brand, is definitely driven by the youth of the 50's. Denim culture has always been rooted in this period of time when the youth, particularly in America, rebelled against a conforming society.
Who are you designing for when you sit down at the drawing board?
We design for ourselves. There is nothing in the range that we don't wear ourselves. That's a huge part of what makes the brand unique and is the reason we decided to start an independent brand in the first place. We keep an eye on trends but we are never dictated by them.
The girls' line hits the perfect point between tomboy and prairie girl through denim in a number of forms, with jeans obviously playing a big part. How important would you say jeans have become in girls' everyday lives?
Jeans are the core of every collection we create. The Neuw girl is the kind of girl who carries off looking casual yet striking with a combination of premium denim with unique fashion.
Your philosophy of Vintage Revision sums up what seems to be a very current trend of harking back to fashion of the past. Why do you think we are constantly striving to embody the fashions and cultures of the past?
Where Vintage Revision differs from vintage replica or inspiration is through the process of creating a modern jean through traditional pattern making and garment construction. This resonates with people who wear Neuw denim because there is an indefinable substance behind each jean or a reason for its being. Neuw jeans are timeless, which is what we all ultimately want in our clothes, because of this balance between consideration of heritage and development of a modern jean.
You run a fairly active blog on the Neuw site. Have you found the internet and blogging has played a big part in defining the Neuw identity?
We find that more and more people wanted to interact with the brand on a deeper level. Being purveyors of denim culture, the blog, amongst other things, is our way of sharing our ideas and philosophies around this culture.
What's your favourite meal and music combination to end a hard day of work?
At the end of a hard days work there's nothing better than a pot of noodles and a pint of cold beer.
Introduction: Hannah Ongley