NEUW DENIM ON DALÍ, HOLLYWOOD & FITZROY
NEUW Denim knows The Standard…and they’ve just met The StandardX, Melbourne. The brand’s “timeless designs, made for now” are the brainchild of three friends from Stockholm and Melbourne, putting cultural integrity over profit. They picked The StandardX as the backdrop to launch their new collection with the Salvador Dalí Foundation, and we caught up with the founders to take a trip down memory lane from Hollywood to Fitzroy.
The collaboration with the Salvador Dalí Foundation is bold and avant-garde—what drew you to Dalí, and how do you think his surrealism meshes with NEUW’s aesthetic?
It is less about aesthetics, and more about emotion. I was drawn to Dalí’s unique commitment to his process and to his art. The juxtaposition of deep artistic dedication and the playful, sometimes bizarre. This is an idea that resonates with me, and likely most creatives.
Fitzroy to Hollywood is quite the journey. How does the vibe of each city influence the way you design and collaborate?
I think “journey” is the right word here—whilst I find inspiration and learning in the contrast and uniqueness of each city’s individual ways, it’s how you receive the vibes that can affect change in you. In this way it’s about a personal evolution through the journey. Naturally this affects me as a person, and therefore my process in all things.
Your designs have always defied convention, just like Dalí. What’s one way this collection challenges the norms of fashion?
I felt a connection with the grey in which Dalí existed — between reality and fantasy, NEUW’s designs have always embraced a shared sense of whimsy and experimentation. As the Oscar Wilde quote circling the waistband button on every pair of NEUW jeans states, “Life is too short to be taken seriously” — this is a sentiment at the core of the brand’s approach to all matters, both creative and business, since day one.
Neuw Denim has a reputation for timeless design with a twist. How do you keep things fresh while staying true to your roots?
Balancing openness to new ideas with a connection to your roots creates a design philosophy that is able to evolve while staying true to your original vision. Keeping an open mind to new experiences is key to staying flexible and innovative. Being dynamic in your approach allows you to explore new techniques and collaborate creatively. However, it’s equally important to stay grounded in what first sparked your passion — in my case it was an appreciation for denim as part of culture and its ability to serve as a transformative blank canvas. Jeans are just a starting point – process and time turns them into an endless art project.
You’ve stayed with us at The Standard, Hollywood over 100 times—how did that experience shape your creative process for Neuw Denim’s launch in the U.S.?
The U.S. is such a formative place in the history of denim, with both the East and West Coasts offering rich inspiration rooted in vintage styles that are the foundation of denim culture. During my stays, I would spend my days working then “come home” at night to a bit of a social melting pot — it was a great way of meeting creatives, and allowed me to blend these two worlds. This mix of work and fun helps me to draw from both worlds, gaining knowledge and inspiration that directly influenced NEUW Denim’s direction in the U.S. market.
You’ve called The Standard, Hollywood your home away from home. What’s your favourite memory from your stays?
Travelling with Rich and Steve discussing ideas and making plans for the future. That concept of the intersection between a good time and making something really took hold in us and has remained a part of the way we approach everything to this day.
What’s next for Neuw Denim? Can we expect more artist collaborations, or are you cooking up something entirely different?
Definitely a bit of both. As a brand we have always felt it important to champion artistic expression. Our longstanding ‘Artist in Residence’ program is built around our dedication to celebrating pivotal artists and their enduring influence on culture and style through collaborations — a version of these collaborations will always be a part of NEUW, as is ‘cooking up something different’!
The StandardX is all about pushing boundaries, much like Neuw Denim. How does that rebellious spirit resonate with your approach to fashion and design?
Embracing individuality is easier said than done but is very much a key component to fashion and design. It’s vital we celebrate our unique traits and honour our personal values and experiences — both in life and fashion. That is true rebellion and rebellion fuels creativity.
What have you loved most about your time in Fitzroy?
I’ve lived in a few places between leaving the home of my childhood in Stockholm and moving to Melbourne, but arriving in Fitzroy was the first time it felt like coming home again. The creative and vibrant lifestyle here made it a natural fit for me and for the business.
If your collection had one X-factor, what would it be?
The NEUW team.