Bloomingdales, Fred Segal, Urban Outfitters and Barneys New York have marked a successful raid into the US market by Melbourne-based Neuw.
Neuw, which was founded by Richard Bell, Steve Little and Par Lundqvist two years ago in Melbourne, has also just secured it first stockists in South Africa, the UK and Germany ahead of its first Sydney flagship launch and new website.
The label, which is known for its denim lines, is already stocked in New Zealand, Norway, America, Canada, Sweden and sells men’s and women’s apparel across Australian stores such as Glue, Universal and Subway.
Ahead of launching its new ‘Sharp’ range in May, an innovative long-lasting coloured denim collection, Bell said they were thrilled to have secured new AW12 US stockists Bloomingdales, Fred Segal, Urban Outfitters and Barneys New York.
“It’s frightening how fast we are growing, but is exciting as well,” Bell said. “We are all very involved with the business and actually met while working at another well-known jeans brand.”
Bell, who said the brand has never had an unsuccessful sales pitch, said the emphasis is on ‘style’ and not fashion. The label has flagship stores in Melbourne and Sweden and will open its third flagship store in Sydney next month. This will coincide with the launch of a new website and the release of the ‘Sharp’ range.
“Sharp is unique and very different as unlike other denims, it retains the colour because of this new blend,” Bell said. “It features a blend of a black internal thread from Japan, mixed with a top coloured European thread to keep the colour intense.”
About 30 per cent of the Neuw collection is made in Australia and the bulk is made in China.
Jeans range from $129 to $159 and other apparel includes leather coats, basics, shorts, skirts and dresses.
“We would like to move into shoes and accessories but if we were to do that now we would have too many plates spinning on sticks,” Bell said.
