Australian denim brand taps design studio behind Acne and Hermès for rebrand
An Australian denim brand is set to undergo a transformative rebrand in 2025, partnering with design studio Ateljé Altmann to mark its new chapter.
Founded in 2009, Neuw Denim has grown from being a niche brand rooted in music and subculture, to a global name “synonymous with craftsmanship and authenticity”.
It has partnered with design studio Ateljé Altmann – known for redefining the visual identities of high-end brands such as Acne, Totême, and Hermès – for the rebrand, hoping to reflect this growth, moving beyond its denim heritage.
The brand refresh introduces a new philosophy – ‘End Up Elsewhere’ – which is described to invite customers to embrace exploration, creativity, and personal expression.
Another key element is the reinvention of the Neuw logo, which now takes the form of a compass. Positioning the letters at the cardinal points, the compass further symbolises the brand’s ethos of adventure and creative freedom, and reflects Neuw’s commitment to guiding those on the journey of self-expression.
Neuw Denim told Mumbrella the transformation stems from its belief that evolution keeps life exciting.
“Our community of travellers thrives on adventure and innovation, and our purpose is to evolve with them. We are invigorated to explore new paths and embrace the future with renewed energy and creativity”.
The brand will become more lifestyle focused, developing additional categories like accessories, and evolving existing product into having increased focus on functionality such as capsule wardrobes, athletic oriented items, and high quality material basics.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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