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Neuw was started by three friends from Melbourne and Stockholm with a shared fascination for denim and music.

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Johan Persson guides us through this autumn's fits

Neuw was born out of rock style, music, culture and the slim denim fits Iggy and Lou. In the last few years, the fashion landscape has changed – and so have the silhouettes.

– We still sell a lot of slim fits – after all, it’s very much part of our DNA – but consumers today have moved towards straighter silhouettes, says Johan Persson, General Manager at Neuw Europe.

Find your fit: Expertens guide till din passform i höst

– For men, we have a fit called Ray Straight. It’s straight through the thighs, so it works well whether you have average or slightly bigger thighs, while still tapering slightly towards the hem. We’re particularly targeting the IT or office guy who has been wearing slim fits. Now is the time to take the step! A lot of it comes down to finding the right wash to create a look that works with a blazer. Both Resonate and Stay Black work well here, while Temper is a wash that appeals to a broader audience.

– Our next model, Liam Relaxed, has a silhouette that we often see on men between 20 and 30 these days. It’s more relaxed both through the upper part and from the knee down because we want it to drape really nicely. We’ve also added our own selvedge, which is lighter and better priced than many of our competitors’.

– Finally, there’s Julian, which we’ve had out for a while. We were relatively early in launching flare for men, but it has really exploded for us over the past month. It flares out from the knee and falls really nicely – sometimes customers go up a size to get a looser fit through the thigh.

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For women’s, Persson explains, stretch is key. The focus has been very much on the details: High rise? Low rise? The leg opening – straight or flared?

– We have a sharp look, an arty look – which is a little more washed and expressive – and a colour look for women. The sharp look, and especially the Sombre and Resonate washes, is super important to the women’s collection.

– We’ve had a very strong response to our fit Eva Wide, which is a mid-rise that flares out towards the hem. It appeals to both younger and older customers and comes in many different washes.

– Now we’ve taken Eva and made it straight, which we call Freja. One thing that’s really coming through now is tightening up the lower part of the leg to create a straight fit. It’s aimed at customers between 25 and 40. We’ve launched more washed versions here. The Alexa wash is the smash hit of the season!

– Something that has been around for a while and just keeps growing for us is Milla Wide. It flares out almost from the thigh, creating a really nice “A-shape”, and Toulouse is the wash that has really taken off.

And for the woman who can never find the right pair of jeans, what should she look for?

– I’ve been out in many stores, and Eva suits a very, very wide range of body shapes. You can be a little curvier, slimmer or shorter. We also make our key fits, including Eva, in a 30-inch leg length, which we sell a lot of in Scandinavia.

If you want to be six months ahead of the trend, where should you look?

– For men, Julian really stands out. Looking at the future on the women’s side, it’s Freja, and it’s even going to become a little tighter, moving towards a “stovepipe” shape from the knee all the way down.

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Find your fit: An expert guide to your fit this autumn

the archive of where you’ve been and how you’ve lived. From the stiff, unyielding indigo of day one to the soft, wear-bleached whiskering earned with every wear.

Every crease and fade in this campaign is authentic NEUW history, showcasing our founder’s personal archive, featuring our very first selvedge jeans ALONGSIDE more recent selvedge additions - all worn in over the years by the people who created them.

Over the years, the fabric changes completely, whether it’s the gradual whitening of classic Raw indigo or the subtle, muted fade of a black-black selvedge. Every frayed back pocket and busted knee marks a specific point of wear and tear. Those high-stress areas map your daily habits directly onto the cotton, giving every pair a character that’s entirely its own.

The fraying hems, the softened rivets, and the rich, unmistakable patina that only develops when a pair is truly worn with love. We don't just celebrate our jeans when they are brand new; we honour the character they gain with every step, crease, and year along the way.

GET TO KNOW THE JOURNEY OF YOUR DENIM.

the archive of where you’ve been and how you’ve lived. From the stiff, unyielding indigo of day one to the soft, wear-bleached whiskering earned with every wear.

The archive of where you’ve been and how you’ve lived. From the stiff, unyielding indigo of day one to the soft, wear-bleached whiskering earned with every wear.

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Explore our latest denim looks shot in Japan. Our latest seasonal release inspired by Japanese workwear and washes. Read more on the blog today.

Come with us to Japan where we shot our Q3 26 seasonal campaign

Purest Form Of Denim: From Industrial Heritage to Modern Craft

Selvedge denim is not merely a fabric; it is a historical record woven into every inch of indigo-dyed cotton. To understand the gravity of a selvedge garment today, one must look back to the early 20th century. Before production volume was favoured over substance.


The term "selvedge" comes from "self-edge." Traditionally, denim was woven on narrow shuttle looms. These machines passed a wooden shuttle carrying the weft thread back and forth across the warp. Because the thread was continuous, it created a finished, bound edge that would not unravel.

In the mid-20th century, as the global demand for denim exploded, these slow, narrow looms were replaced by modern projectile looms. While faster, these newer machines cut the thread at the end of each pass, leaving a frayed edge that required overlocking (surging) to stay intact. The art of the self-edge was nearly lost to the pursuit of volume.

In your search for the perfect pair, you will encounter two spellings: Selvedge and Selvage. Both are technically correct. Selvage is the original English spelling, a literal portmanteau of "self-edge." Selvedge is the modern industry standard, often preferred by premium denim brands to distinguish the craft of shuttle-loom weaving from standard textile finishing. At Neuw, we use "Selvedge"—a nod to the technical mastery over stuffy traditions.

While traditional selvedge is often identified by a red "ticker" line, we have chosen a different path. Adhering to our Scandinavian design principles, Neuw selvedge features a clean, all-white ID. By removing the contrast of the red thread, we achieve a more modern, sleek aesthetic. It is a refined take on heritage—honouring the construction while stripping away the noise for a minimalist finish that aligns with a contemporary wardrobe.

The 13oz Standard: Character, Fit, and Function

We believe 13oz is the "gold standard" weight for premium denim.

Character: It is heavy enough to hold deep, defined creases (honeycombs and whiskers) that lead to high-contrast fades.

Fit: Unlike lightweight denim that can feel flimsy, or ultra-heavy denim that feels restrictive, 13oz offers a structured drape that holds its silhouette while remaining comfortable for daily wear.

Functionality: It provides the durability expected of heritage workwear but is refined enough to transition from a creative studio to an investment pitch.

Our selvedge collection is anchored by two distinct dyeing philosophies:

Pure Indigo: This is the classic. The warp threads are dipped in indigo multiple times while the core remains white. As you wear them, the indigo chips away, revealing the white core and creating the iconic blue-to-white high-contrast fade.

Black-Black: For a sharper, more permanent look, our Black-Black selvedge uses both black warp and black weft threads. This creates a deep, saturated obsidian tone. While it will still develop character over years of wear, it maintains its refined, monochromatic edge far longer than traditional indigo.

A common misconception is that "Raw" and "Selvedge" are the same thing. They are not.

Selvedge refers to the weaving process and the finished edge produced on a shuttle loom.

Raw Denim (or Dry Denim) refers to the state of the fabric after dyeing. It is denim that has not been through a chemical or water wash after the production process.

You can have selvedge denim that has been washed, and you can have raw denim that is not selvedge. The appeal of Raw Selvedge lies in the "blank canvas" experience—it is the purest form of denim, stiff at first, but destined to become a second skin.

Selvedge refers to the weaving process and the finished edge produced on a shuttle loom.


To ensure your selvedge lasts a decade and looks better with every year, follow these principles:

1. Wear Often, Wash Seldom: Aim for at least 6 months of daily wear before the first wash to allow the creases to "set."

2. Cold Soak: When it’s time to clean, avoid the machine if possible. A cold soak in a tub with a specialized denim wash preserves the indigo saturation.

3. Air Dry: Never tumble dry. Hang your denim in the shade, inside out. This prevents the fabric from becoming brittle and protects the all-white selvedge ID from discolouration.

4. The Refresh: Between washes, hang them in a well-ventilated area or use a fabric mist to keep them fresh without stripping the dye.

5. Spot Clean: Use a damp cloth to clean of any visible dirt. Gently dab - never rub - the stain to lift it without stripping the indigo dye. Wash the effected area only.

Selvedge denim is a living material. Because it is woven slowly on vintage looms, the tension of the threads is slightly uneven, creating a unique texture. With wear, the fabric maps itself to your body. Every time you sit, walk, or lean, you are creating unique stress points. Over time, the indigo or black dye migrates and fades in those specific areas, resulting in a garment that is a 1-of-1 reflection of your lifestyle. This "character" is earned, not bought.

Finding the optimal pair of jeans requires looking beyond waist size and aesthetic design. A critical factor in both comfort and visual proportion is the inseam - the measurement of the garment's inner leg. Because individuals of identical heights can possess different torso-to-leg ratios, standard sizing often fails to provide an accurate fit.

To accommodate diverse body proportions, our core denim collection is engineered in three  inseam lengths: 30-inch, 32-inch, and 34-inch. Selecting the correct length ensures the fabric drapes correctly, eliminates the need for aftermarket tailoring, and preserves the intended silhouette of the style.

The appropriate inseam length dictates where the hem of the jeans interacts with footwear. This interaction creates what is known as a "break" - the fold or creasing of fabric that occurs when the trouser leg hits the shoe.

The 30-Inch Inseam: This length is typically suited for individuals with shorter statures, or those seeking a modern, "no-break" aesthetic where the hem terminates cleanly at the ankle bone.

The 32-Inch Inseam: Widely considered the industry standard for average heights, this length provides a slight, traditional break over most footwear, offering versatility across both formal and casual shoes.

The 34-Inch Inseam: Engineered for taller proportions, this length is also optimal for individuals who prefer a distinct break with fabric stacking at the ankle, or those who intend to style their denim with a cuffed hem.

Anatomy of the Inseam: The Three Length Options

This is the most efficient method if you currently own a pair of trousers that fit optimally in length.

1.Lay the garment completely flat on a hard, level surface.

2.Smooth the fabric along the inner leg to ensure there are no folds or wrinkles.

3.Position a measuring tape at the crotch vertex (the point where the inner leg seams intersect).

4.Extend the tape securely along the inner seam down to the edge of the hem.

5.Note the measurement. If the result falls between sizes (e.g., 31 inches), round up to a 32-inch inseam for a traditional drape, or round down to a 30-inch inseam for a cropped profile.

For the most precise anatomical assessment, measure directly on the body. This process is easiest with the assistance of another person.

Remove footwear and stand erect against a flat wall with feet positioned shoulder-width apart.

Align the start of the measuring tape at the highest point of the inner thigh.

Extend the tape vertically down the inside of the leg.

For a clean, modern fit without a break, measure to the midpoint of the ankle bone. For a classic fit that rests atop the shoe, extend the measurement to the base of the ankle/top of the foot.

Footwear Considerations: The profile of your preferred footwear should influence your final choice. High-profile footwear, such as heritage work boots, typically pairs well with longer inseams (32 or 34-inch) to allow the fabric to drape naturally. Low-profile footwear, such as loafers or minimal sneakers, benefits from a shorter inseam (30 or 32-inch) to prevent excess fabric accumulation.

By utilising these objective measurements, you can bypass the variance of standardized sizing and secure a precise fit. Explore our fully scaled fit matrix to select your exact waist and inseam configuration.

A guide to selecting the correct denim leg length

A Guide to Selecting the Correct Denim Leg Length

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