Johan Persson on NEUW Denim’s Creative Evolution: “Denim Is a Living Material”
text Ulrika Lindqvist
photography Cameralink
Johan Persson on NEUW Denim’s Creative Evolution: “Denim Is a Living Material”
With over two decades in the denim industry, Johan Persson has witnessed its transformation firsthand, from heritage craftsmanship to forward-thinking innovation. As General Manager for NEUW Denim, he continues to push the boundaries of what denim can represent. In this conversation with Ulrika Lindqvist, Persson shares insights on the brand’s evolution, the inspiration behind their latest campaign End Up Elsewhere, and why denim still fuels his creative energy every day.
Ulrika Lindqvist: You’ve been working with denim for quite some time, what first drew you to this field, and what keeps you inspired today?
Johan Persson: Denim is a living material that makes it unique. Being able to have daily denim products, dialogues about its history, present, and future gives me incredible energy. My journey started in a store as a Denim sales associate, and even today, I look back at that moment when I was invited into the world of denim by extremely knowledgeable people who were considered Denim Heroes at the time.
UL: Can you tell us a bit about your journey with Neuw Denim and how it has evolved over the years?
JP: NEUW started its journey in 2009 and entered the European market in 2013. During that time, I worked for another iconic heritage denim brand in the Scandinavian region as Sales & Marketing Manager, closely following the rise of the NEUW era. NEUW is a very cool denim brand that entered the market with a bold approach, focusing on music and subculture. In late 2019, the owners of NEUW—Steve, Pär, and Rich—reached out to me to see if I was interested in taking over the leadership and guiding the brand to the next level in Europe. Having seen what NEUW had achieved over the past few years, it was an easy decision for me. I started my journey with NEUW in May 2020, and since then, we have made numerous strategic decisions to reach where we are today, covering collections, distribution, operations, and marketing, all guided by a clear roadmap for success.
UL: Are there any particular projects or moments in your career that stand out as especially meaningful or memorable?
JP: During my time at the heritage brand, our team set an ambitious goal to become the market-leading denim brand in Sweden. Over 13 years, progressing from sales representative to Sales & Marketing Manager, we achieved this goal! This success was thanks to an incredible team, excellent product development, key account partnerships, and effective marketing execution.
The journey my team and I at NEUW are currently on is something I am also very proud of. We have turned the business around and established NEUW as a market-leading denim brand in the premium segment in Sweden. It’s an exciting time!
UL: In your own words, what makes Neuw Denim unique?
JP: We deliver a premium denim product, featuring the latest in fabric innovation, finishing, and fit. Our designs embody a minimalist aesthetic and feel. When you try our product, you immediately sense its uniqueness.
UL: For your new campaign “End Up Elsewhere,” you collaborated with creative Sara Sommerfeld. How did that partnership come about, and what made this shoot different from previous ones?
JP: We are always seeking the creative consumer—the aspirational lifestyle of the new creative class. I met Sara at our Spring launch event at NEUW HQ in Stockholm in March 2025. During the event, I showcased the full brand to a group of 30 selected creators, with Sara being one of them. The day after, Sara contacted me to present a creative concept to showcase our brand from the perspective of the creative class and to tell the stories behind our products. This aligns perfectly with our brand and how we enjoy exploring self-expression. With Sara’s energy, great experience, and passion, combined with NEUW’s vision, we created a unique and next-level campaign for NEUW—”End Up Elsewhere.”
UL: The campaign also features Pascal Engman, Ciara Jansson, and Ida Redig. Have you worked with public figures in this way before, and what guided your choice of profiles this time?
JP: The profiles we selected for the campaign needed to be for both gender and with different life story. Bold & uniq. We liked also to not only involved Sweden profile but also incl a growth market UK. There for we started the conversation with Pascal (author) Ida (Music Artist) Ciara (Artist)
UL: What was the main inspiration or story behind the “End Up Elsewhere” campaign?
JP: This campaign is about celebrating the paths less travelled, the unexpected turns, the personal choices, the everyday rebellions that ultimately define identity,
UL: Looking ahead, what’s next for you? Are there any upcoming projects or goals you’re particularly excited about?
JP: In the second half of 2025, we began integrating DTC (Direct-to-Consumer) into our European strategy. We plan to open our first store soon. In January 2026, we will move the homepage operations from our Australia headquarters to Stockholm, to drive more efficient business and increase brand awareness among our direct consumers in Europe. This will help elevate the brand to the next level. While wholesale remains our key focus, NEUW will continue to be the number-one choice for retailers in the premium denim segment.
photography Michaela Ek Berglund
