'F**k em, let's start a band'. A defiant statement which underlines the intentions of Par Lundqvist's NEUW brand. The name itself draws inspiration from a street called Nieuwlandstraat in Brussels, Belgium - the birthplace of the company's earliest ideas and ambitions. By studying and experimenting with classic jean fits, fabrics and details from the past, NEUW aims to re-shape the denim industry in the mould of the modern market. It's a process they like to call 'Vintage Revision'.