8am on a sunny Thursday morning, and Sydney’s CBD is buzzing with corporate workers flooding out of the train stations and heading to their office blocks. The daily routine is in full swing, people grabbing coffees, cabs honking horns, Martin Place full of loiterers checking out Kochie and Mel through the windows of Channel 7 HQ. Just a regular day in the city…
Until a white van pulls over, and a block of ice containing $1,000 cash is wheeled out and left in the centre of Martin Place. The rules: the cash is yours if you can get it, smash your way through with anything but a hammer. Then all hell breaks loose!
A devious scheme from the boys behind NEUW denim, this social experiment certainly drew the crowds – Martin Place was awash with people from all walks of life (we counted corporates, tradies, schoolchildren, parents, tourists, even junkies!) using a range of ingenious tools to chip away at the frozen notes. A group of girls came armed with screwdrivers, an electrician plugged away with pliers, pens, hairclips, ice picks and letter openers were all used, and our favourite money grabber Bob the Builder in a hard hat with a tool belt full of ice-smashing devices!
This crazy stunt certainly brought out the best and worst in the crowd; one office worker was so intent on grabbing the dollars that he bloodied his knuckles and carried on regardless, an electric drill was whipped out in the final stages, and one tradie who’d already pocketed $180 gave his last $10 to the pretty girl next to him. Aw!
Introducing their denim in the most unconventional way possible, Neuw Denim’s jeans are made of altered, ruined and re-stitched vintage jeans. These old garments, re-made with instant personality, rebellion and rock ‘n’ roll is what sets this new brand apart from the pack.
Refreshingly well priced for premium denim, the range is mostly under $200 with the ‘core’ jeans less than $150… well priced jeans and money for free – what next?!
These guys will always have you on the edge of your seat. Visit Glue Stores to get your hands on a pair.