We recently welcomed style-conscious guests into the world of Neuw Denim with an exclusive launch event at Høyer — celebrating the arrival of a brand that merges raw denim heritage with a modern, lifestyle-driven mindset. This wasn’t just a product drop; it was an introduction to a new way of dressing, thinking, and living. A way to “End Up Elsewhere.”

Inspired by Neuw’s SS25 global campaign, the event offered a first look at the new collection, one-on-one styling sessions, and a laid-back yet vibrant atmosphere where denim took center stage. Guests were invited to experience the collection hands-on, explore the cuts, and discover what makes Neuw stand out: craftsmanship, cultural references, and timeless appeal.

Founded in 2009 during the peak of skinny jeans and dark silhouettes, Neuw has always been rooted in music, subculture, and an obsession with fit and quality. But in 2025, the brand is taking a new direction. The SS25 collection reflects this shift — from a "product-first" mindset to a lifestyle-first approach.

The new campaign, “End Up Elsewhere,” fronted by Swedish Idol judge Katia Mosally, captures the spirit of a modern generation. Today, life doesn’t follow the old rhythm of work versus leisure. Work happens on the move — while traveling, connecting, and creating. Neuw’s new collections are made for this pace and this lifestyle. For the creative class. For the journey, not just the destination.

Together with Høyer weare proud to be part of this journey and to present a collection designed not only to look good — but to move with you, adapt to you, and take you places.

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