NEUW was founded in Melbourne Australia by Par Lundqvist, Richard Bell and Steve Little. The brand name originates from the place where the brand idea and design philosophy started to take form: Nieuwlandstraat 25, Brussels, Belgium.

NEUW collect the best jeans fits, fabrics, details and finishes from the past 100 years. Inspired from traditional denim pattern making and tailoring, re-cut the jeans and re-develop the fabrics to be right for now. Respect the heritage, embrace the future. They think that running a demin brands is like being in a band. They aim to create their jeans like their favourite bands create their music.