Australian fashion brand Neuw Denim is undergoing a rebrand in 2025, starting with the release of new logo designs made in partnership with Swedish graphic studio Ateljé Altmann.
The studio transformed the brand’s logo into a compass. The letters “N”, “E”, “U”, and “W” now appear at the cardinal points.
According to Neuw Denim, the new logo represents exploration and freedom. This ties in with the second part of the brand’s shake-up, shifting from its fashion roots to more of a lifestyle brand.
This includes developing additional categories like accessories and evolving existing product towards an increased focus on functionality - such as capsule wardrobes, athletic oriented items and high quality material basics.
All digital design elements and most in-store elements across the Neuw Denim portfolio will flip globally as of March 1, with the remaining physical rollout of graphic elements following closely behind. The brand's new product will roll out as usual.
Neuw Denim manages several stores across Australia and New Zealand, including five in Victoria and one in New South Wales.
Neuw Denim was founded by three friends from Melbourne and Stockholm, Sweden in 2009. Co-founder Pär Lundqvist is the brand's design director under his group brand portfolio ThreeByOne, which also manages Rolla's Jeans and Abrand Jeans.