Find your fit: An expert guide to your fit this autumn
Find your fit for autumn
Find your fit: Expertens guide till din passform i höst
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.
– 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.
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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