NEUW on 36 Boutiques

A few weeks ago I got introduced to a super exciting new denim brand to launch in SA. They sent over this amazing cropped floral jacket that I have been in love with since I got it, along with a few other gorgeous vintage-inspired pieces that I'm sure I'll be getting endless wear of in summer, like amazing crop tops and vests.

I love the feel of the fabric and the fit of their clothes and very item has a really one-of-a-kind, vintage look. I tend to shop a lot for staple items, and every now and then I'll get a few key statement pieces- really well tailored or vintage- that I'll pair up with everyday items to create an easy new look. For me, fit and comfort is most important. I like understated cool. NEUW's range is right up my fashion alley.

About the brand

VINTAGE /revision

At Neuw we pay homage to the heritage of denim. Our range is carefully crafted and created with respect to traditional garment construction. We adapt these age old techniques to develop modern fits and finishes. Neuw Denim is guided by our founding principle we call Vintage Revision: the concept that traditions of the past can inspire a modern group of people creating contemporary products with substance.

birth of denim culture

Denim culture was born in America in the 1950’s when the influential rebels wore denim as their badge of honour; their symbol of rebellion against the “American Dream”, the sanitised version of the ideal life promoted by the conservative older generation.

This is why we believe that denim is not a fashion item but lifestyle choice. Films like Rebel Without a Cause (1955) and The Wild One (1953) created style icons out of the denim clad characters portrayed by James Dean and Marlon Brando that are still relevant today. The jeans we design are inspired by characters like these.

music

Running a denim brand is like being in a band. The best bands are the ones that have a burning passion for roots music and the rebllious lifestyle connected to it. Those bands that take us to new places by experimenting with original raw sound and rhythm. We aim to create our jeans like our favourite bands create their music.

 Ladies Fit Guide (click to enlarge)

Men's Fit Guide (click to enlarge)

NEUW has just launched on 36Boutiques and 36Man and in store at Prime in Rosebank,

Shesha at The Zone, Melrose, The Glen, Canal Walk, Eastgate, Menlyn and Santon and Astore in Cape Town. Check them out on Facebook here.

The prices are around the same as Country Road and Zara.