Arto Saari is an icon. Named Thrasher’s “Skater of the Year” in 2001, Finnish born Saari has one of the most remarkable skate careers of all time. Skateboarding became the vehicle for him to travel the world, meet inspiring people and peers and eventually pick up photography. His imagery is powerful. Black and white portraits, urban and skate-scapes that chronicle 21st century culture.
We caught up with Arto in LA, where he wore the Neuw Denim Summer 16/17 range+ Shop the Summer 16/17 range
We collect jeans - the best fits, fabrics and finishes from the last 100 years. Then, referencing the traditions of pattern making and tailoring, we re-cut the jeans and re-develop the fabrics to be right for now.
Respect the heritage; embrance the future. Traditional attention to detail; modern brand.
At the core of denim history there's indigo dyeing. The indigo dye has been used for thousands of years and is well known for being the most vivid and living of all colours. With wear and wash the blue indigo slowly fades and more of the white core starts to come through.
It developes character with use; becomes better with time.