Based on the concept of 'Vintage Revision', Neuw denim was founded in 2009 by denim aficionado Par Lundqvist. Par looks to the classic fits and washes of denim history and reinvents them for the 21st century. Originally named after Nieuwlandstraat, the street in Brussels where it all began, this mouthful was shortened down to Neuw. Neuw is designed in Australia and produced in Hong Kong. Popular fits for men include the Iggy, Ray and Lou. Popular fits for women include the Marilyn and the Vintage.