NEW BLACK, THE STORY
A spark ignited on the train tracks in the rainy harbor city of Gothenburg almost two decades ago. With time the tracks would eventually lead to the birth of an unconditional friendship and a trailblazing clothing brand by the name of New Black – a brand born in culture, raised in it, and constantly pushing it forward.
Elias “Eli” Mravec Gillberg and Andreas “Adde” Ramos Undén met through their mutual love for graffiti. The pair had a natural affinity for one another, and that same sense of connection would play a pivotal part in the success story of the brand. New Black was founded in 2010. Back then, 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. A couple of years later, New Black is worn by Hollywood actors, top tier athletes and international music artists. Every single one wearing the logo by choice and thus becoming a member of the constantly growing New Black family – a creative community and cultural centerpiece.
When stating that something is fashionable, we often say that it is “the new black”. Contrary to the name, the brand always focuses on moving culture forward rather than capitalizing on current trends, constantly staying true to themselves and others. New Black is style that breathes authenticity – a meeting between fashion and statement. A natural affinity.
“‘_____ 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.”