From the exterior you'd think that Neuw Storeroom is much like any other streetwear store. In actual fact it is a little bit special. The brand was inspired by Swedish designer/denim enthusiast Par Lundqvist, who prided himself on his 100 piece plus collection of vintage denim, some of the garments dating back over a century.
But there is little point in collecting old denim if it doesn't abide by new trends, so instead of hoarding dated product, the brand alters their vintage jeans to give them a new life. This whole process results in the brand's most attractive feature: old denim with new tricks.
The Britomart store reflects the idea of reinventing the antiquated. A vintage come industrial interior kit-out features restored furnishings that work perfectly with the recycled denim on the shelves. Alongside Neuw product are complementary brands including Rollas, Huffer and Vans.