The Australian Bank of Commerce – a safe-haven where people came to stash their money under lock and key – once occupied the site at 84 Oxford Street, Darlinghurst. Later it became Betty’s Soup Kitchen, an iconic hub where a mishmash of wearied locals came to warm up with a hearty bowl of broth. The building is now what might just be its most exciting stylish reincarnation yet – Australian denim label Neuw’s first Sydney store. Dubbed Service, the store is a denim and streetwear hub where, in the words of the label’s co-founder Richard Bell, “jeans mean something”.

Entering Service is akin to undertaking a ‘Denim 101’. Grainy, black and white photographs capturing the rock gods and film stars who inspire the brand adorn the walls, reminding shoppers just how damn good a pair of jeans can look. According to Bell, more than any other item of clothing, jeans stand for an ethos and way of life. “The 1950s youth counterculture chose denim as their uniform for rebellion against confirming to mainstream society,” he explains. It’s never too late to discover how good it feels to rebel.

Like everything else about Neuw, the relaxed and lofty fit out of the new Oxford Street store is the result of careful consideration, an eye for detail and a hands on approach. The store stocks cult NZ lingerie label Lonely, as well as clogs from Funkis, more denim from Rollas, plus Neuw knits, jackets and t-shirts. Review