As a brand I have loved for some time it's great to see the denim gurus at Neuw go from strength to strength, and I was delighted to be asked to shoot the newest addition to their empire, their first Sydney store.
With the 'Service' store, the brand have given the illustrious address of 84 Oxford St it's smartest incarnation yet. This sacred address has previously housed the Australian Bank of Commerce and the iconic Betty's Soup Kitchen, and now after a stunning refit designed to respect the history of the address while also showcasing Neuw's denim product in a raw and rustic way, it's never looked better.
There's no doubting that the store offers up the great mens and womenswear that Neuw is renowned for, but on top of that the store is called 'Service' for a reason as the in-house denim lovers want you to share in their passion, as each item in the store will already be well loved before cupids arrow hits and your heart strings are tugged at too. Advice includes not washing jeans - put them in a freezer instead if you want to protect the wash, and whether you're checking out the classic denim pieces on the wall from Neuw co-owner Par Lundqvist's renowned personal denim collection, or picking up items from the brand's great new 'Sharp' collection, there really is something for everyone here - check it out!
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