‘___ is the new black‘ is an expression used to indicate the sudden popularity or versatility of an idea at the expense of the popularity of a second idea. It is the originator of the phrasal template “X is the new Y.”
New Black is a streetwear brand based in Europe founded back in 2010 by Elias Mravec Gillberg and Andreas Ramos Unden. Initially, the collection consisted of a total of five t-shirts – a true friends and family operation that adapted guerrilla marketing tactics to make a name on the scene. Which they did. Now, a decade later, New Black is a successful global brand and the leading streetwear brand in Sweden today.
New Black is designed locally here at our office in Stockholm, Sweden. We offer exclusive, premium streetwear clothing, made in limited quantities in Portugal and Poland. We stock a wide range of high quality streetwear garments such as: hoodies, t-shirts, shirts and pants. Complete the look with our classic beanies and other New Black accessories such as our popular cross body bag.
Being inclusive and pushing for diversity has been a part of our DNA since the start. We are a unisex brand, offering premium streetwear for all.
It’s easy and safe to shop from our website and we ship all over the world. You can always return your item within 14 days if you change your mind.