Australian denim brand taps design studio behind Acne and Hermès for rebrand

January 15, 2025 11:56

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.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.