'Stockholm Syndrome' might not be the most obvious inspiration for a fashion boutique, but then Neuw is located in esoteric fashion central, Fitzroy. A relative newcomer to Smith Street, this outpost of the Neuw brand opened in 2010 and has been doing a fine line in interestingly coloured denim and sophisticated little frocks ever since.
Located in an old bank - which, fittingly, was the very scene of the first reported case of Stockholm Syndrome - Neuw is an urbane little label with a classy aesthetic and some very reasonable price tags.
Colours run the rather limited - but definitely to my liking - gauntlet from white to black via grey with a little bit of softly colourful denim thrown in for good measure, and the shop itself is big, classy and beautifully designed.
I particularly like Neuw's cleverly interesting dresses which are made out of such beautiful quality materials and are cut so well that their $150 odd price tags seem almost criminally low. I would happily be taken hostage by Neuw if my captor would throw in a coupla dresses and perhaps some drainpipes. Just putting it out there. read more