A closer look at the iconic Neuw Denim fob ring.
In memory of the beautiful fob watch given to our founder Pär by his grandfather, the fob ring hangs from the right belt loop of every pair of Neuw Denim jeans.
Pär would keep this watch in the front pocket of his favourite jeans secured by the chain to the belt loop. One drunken evening in Stockholm the watch met its demise and all that remained was the fastening ring, which Pär kept as a momento, liking the look and ultimately fastening one to every pair of Neuw Denim jeans.
Photography @richgreens
Talent @wxmbui