Neuw Denim’s focus on design and craftsmanship rather than mass production has seen the Australian denim label turn heads around the world. Now the ever successful team behind Neuw have launched their first flagship store, right in the centre of their hometown Melbourne. Last night they celebrated the launch of the new flagship in the exact way Melbourne demands—with booze and music in a laneway.

Checkout the gallery above to see how it went down and head down to The Strand to see the store for yourself.