New Black Sounds – Elias Gillberg

Every week we let someone who we find inspiring take over our official Spotify playlist.

This week: Elias Gillberg

”I want my playlist to make you discover songs you’ve haven’t heard before”.

As a creator, Elias has always been driven by curiosity. Discovering new and old cultural currents and incorporating them in his design is a vital part of the New Black brand DNA – since the very first t-shirt collection way back when. After six years of higher art and design education and five years of working as a designer for one of the world’s biggest retailers, Elias had dreams of creating something of his own. Together with his best friend Andreas Undén he came up with the idea and concept for New Black back in 2010. Early on, almost all of the brand’s designs had a strong influence from the music industry.

“With time we’ve moved on from big text prints with quotes from rap lyrics but the music influence is still very much present in all of our designs. The music and the culture I grew up on is always in the DNA of our brand.”

Listen to Elias’ playlist and make sure to follow New Black Sounds on Spotify!

“This playlist is a mix of many of my different playlists. Both old and new, but I pretty much left out everything I listened to in the 90s and early 00s. I wanted to put together a playlist that people would find inspiring and maybe a little unexpected, so I skipped the given classics from my days as a youth.”