Designer denim and streetwear boutique Service Denim/Store is home to several leading-edge international fashion brands, including ‘vintage revision’ jeans label Neuw.

The hero brand at Service Denim/Store is vintage denim label Neuw, a collection of individually sourced and modified men’s and women’s jeans. The store’s stripped-back vintage industrial interior, complete with reclaimed furniture, perfectly reflects the recycled aesthetic of the Neuw brand.

In addition to the signature reworked jeans, Service Denim/Store stocks a selection of other Neuw pieces including tops, jackets and seasonal fashion. Other international denim and streetwear brands at Service Denim/Store include Rollas, Deus Ex Machina, Huffer, Mr. Simple, and Vans.

Neuw-look personal style

The Neuw brand was inspired by Swedish designer Par Lundqvist’s vast personal collection of vintage denim, which includes pieces dating back more than 100 years.

In a process he calls ‘vintage revision’, Par re-cuts, tucks, darts and repairs each pair of Neuw jeans to give them the right fit and look. The result is a modern denim brand with traditional attention to detail, fit and workmanship.

Naturally, no two pairs are alike. ‘Every pair of Neuw jeans has individual details inspired by traditional hand repairwork and tailoring,’ says Par. ‘The imperfection is what makes them special.’


Deus Ex Machina
Mr. Simple
Thing Thing
ROC Eyewear
Le Coq Sportif
Uppercut Deluxe


Buckland Building
34 Customs Street East Britomart Auckland CBD
+64 9 358 2848
Service Denim/Store on Facebook

Opening Hours

Monday-Friday 10.30am-6pm
Saturday 10am-5pm
Sunday 11am-5pm


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