NEW BLACK, THE STORY
Oh-Three-One, the city with no sun, sang rapper J-Son about his famously rainy hometown. Gothenburg, an industrial city on Sweden’s rainy and windy west coast, is known for its grimy climate, and no, we’re not only talking about the weather. But creativity has always thrived under cloudy skies.
The home to a vibrant culture of underground clubs and street art, Gothenburg has been the birthplace of many of Scandinavia’s most important artists.
Andreas Undén and Elias Gillberg met on the train tracks. Graffiti became the foundation of a 15-year-old friendship; and the creativity, humour and cheeky charm of graffiti is the foundation of New Black.
Founded by the two friends in 2011, New Black has become one of streetwear’s most exciting brands. What started with a small line of five t-shirts is now a full-scale fashion brand, the collections getting bigger every year and new sales markets added in a fast pace.
New Black is about communication. The original prints speak to rap stars, Hollywood actors and local heroes. New Black is a brand that starts conversations, worn by people who have something to say.
It’s visionary, with a love for nostalgia. The clothes carry memories from Gothenburg’s rainy train tracks, a childhood fascination for American, urban culture and the audacity to dream big in a small pond.
“‘_____ 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 (or snowclone) “X is the new Y.” The phrase seemed to have started in the 1950s or 1960s. Since then it has often been used for ironic or humorous purposes.”