NEW BLACK – THE STORY
‘___ 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.”
A spark ignited on the train tracks of Gothenburg two decades ago. With time those same tracks would eventually lead to Stockholm and the birth of a trailblazing streetwear brand.
After many years of friendship – connected through their mutual love for graffiti, hip-hop and the aesthetics surrounding the culture – Elias Mravec Gillberg and Andreas Ramos Undén founded New Black in 2010. 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.
A lot has happened since first entering the world of streetwear fashion. Trends have come and gone and come back again. Whether it’s a certain colorway, a box logo design, or casting – New Black has always gone against the grain whilst maintaining loyalty to its DNA and core values. An ode to 90s rap apparel, paisley patterns, or the choice of models has never been determined by the current climate. In that sense, the new black is everything that New Black is not, paradoxically as it may seem. What truly differentiates the brand is the ambition to spearhead the trends rather than following them. Staying true to who you are and what you love will always be the new black.
The one constant in a forever-changing scene is the brand’s love for the community. New Black has cemented itself as a cultural staple in Sweden for more than ten years now. The same kids that tried to sneak into the events are the same ones contributing to the brand’s journey a decade later. Built with the help of the family and friends cut from the same cloth.
Produced in Europe. From the culture and for the culture.