The humble pair of jeans as the ultimate wardrobe staple came about during the 1950s, when they were co-opted from work wear by a rebellious youth subculture with icons like James Dean at the helm. It’s from here that independent Australian brand Neuw Denim draw their inspiration, creating their jeans as an homage to the cuts and styles those early rebels wore.
Neuw Denim have just launched their new campaign, Wear With Purpose. The idea behind the campaign is an interesting one, and makes you think about your jeans as more than just a part of your outfit or something to keep your legs warm. The brand reckons that jeans were created to wear the scars and repairs of our journeys and to tell the stories of the places we’ve been. With that in mind the new campaign plans to follow the journeys and document in film and photograph those who wear Neuw Denim jeans to see what their purpose is.
Shot in New York City, the Wear With Purpose series starts with musician, Louis who models the Hell Skinny jean which was designed to imitate the style favoured by Richard Hell, a seminal figure of the early NYC punk scene. If the skinny jean isn’t really your vibe though, Neuw Denim have some tapered, relaxed, slim and straight styles in their range as well. Each cut comes in a variety of classic colours so you’ll be sure to find which old-school icon your look is most suited to.