Archive for the ‘CLOTHING’ Category


Yellow is the New Black

We has partnered with DHL eCommerce Solutions to mark the expansion of our network of ServicePoints.

Take a walk through downtown Stockholm this week and you’ll see a store makeover like no other! The New Black Store is glowing yellow from the inside and out to showcase the new limited edition DHL collection and promote the collaboration.

What does this mean for customers? You can pick up your DHL shipment from the New Black store while browsing their collections.



New Black is a brand with its roots in street culture. We grew up roaming the streets of Gothenburg – exploring every neighborhood, street, and corner of our hometown. Along our way, we’ve been privileged to cross paths with all kinds of creative people.

At DHL, they spend a considerable amount of time on the streets. They know every neighborhood, street, and corner of Sweden. With our common experiences and different perspectives of urban cities and their cultures, we at New Black are excited to share this unique and limited collection that we’ve made together. We hope you are too.


NEW BLACK F/W 2021 – DROP 3 OF 3

NEW BLACK F/W 2021 – DROP 2 OF 3

For this second fall/winter drop we’ve focused on some of our most classic styles – t-shirts, crewneck and hooded sweatshirts along with tracksuit pants. Staple pieces aside, we’ve got our all-over-printed Fencey Tracksuit in camel beige for all of you who like an outfit demanding some extra attention. All news on and in our store at Södermalm, Stockholm today. New Black is the new black!



Handpicked vintage makes its return to the New Black store on Södermalm, Stockholm. Coming back stronger and better with carefully curated vintage pieces that we believe that you’ll like just as much as we do. Make sure to join us on November 5th for our pre release of our vintage selection. Jackets, pants and t-shirts from Carhartt, Champion and Russell Athletic sweatshirts, Nike tees, mountain jackets from The North Face, American varsity jackets, deadstock snapbacks and lots of other great stuff.

New Black FW 2021 Drop 1 Lookbook

Heavy. That’s the first word that comes to mind when thinking about our first drop for the fall. Heavy quality cotton is used to assemble timeless pieces. The European-made collection contains our heaviest short sleeve tee to date, weighing in at 260 grams per square meter – heavy. Accompanied by a 345 gsm long sleeve tee, chunky corduroy suits, and the coziest sweater you’ll get your hands on this fall – made from German organic cotton sherpa.

10 years of New Black means a lot of change. Some things evolve, reappear, disappear, or change shape. And some things stay the same. Quality fabrics and quality relationships built the solid foundation of our brand. 

We still produce most of our products at the very same factory north of Porto, Portugal. Our tees still have the same perfect fit as they did 10 years ago. And we still have the same amazing support from friends that have stuck by our side after all these years. One of the guys from this shoot was actually in our very first lookbook back in February of 2011.

A decade of New Black – nothing and everything remains the same.

Heavy is the New Black

Halebop x New Black – Vacation Collection

New Black x Halebop – The Vacation Collection. New Black and Halebop join forces for a third collaborative collection. A six-piece capsule that draws inspiration from family gatherings on an island north of Gothenburg.

The nautical-inspired collection – that consists of a shirt, shorts, a sarong, a beach bag, a water bottle, and a beach towel – is designed by New Black co-founder and Creative Director Elias Mravec Gillberg and his father Christopher Gillberg. Gillberg Sr. painted the watercolor pattern used for the shirt, shorts, and sarong.

Christopher was born and raised in Guldheden, Gothenburg. In the beginning of the 80s, his passion for watercolor painting developed into a true love affair. Around the same time, Elias was born, the fourth of five children. Heavily encouraged by his parents to pursue a creative career, Elias moved to Stockholm in 2007 to start working as a print designer. That same year Christopher and his wife Carina bought a home on Marstrand, an island on the Swedish west coast, just north of Gothenburg. The landmarks and seascapes pictured in the watercolor pattern are all from around the small island of Marstrand where Christopher, Carina, and their five kids, and all of their grandchildren have spent countless days together throughout the years.

The Vacation Collection provides you with everything you need for a stylish summer day out in the sun. The very limited collection is made in Europe and will only be available at and


We’ve gone all out DIY workshop at the New Black HQ for our new New Life Tees. Sprial tie dye with puff print logo on our classic 180 gsm tee, all hand dyed and printed at our office on Södermalm. Extremly limited quantites. New Life Tee is out now!


For the third New Black drop of the year, we decided to take it back. This drop includes not just one, but two of our certified classic prints.

First up, we have the Chief shirt and matching shorts. An all-over black and white paisley pattern that we first brought out back in 2013, way before other bigger brands jumped on the bandana bandwagon.

Next is Monogram Stripe. Our off-white/navy pinstripe design is a fan favorite and has made more than one comeback throughout the years. The collection consists of a shirt, shorts, hoodie, and a tee. 

Finally, the timeless Monogram hoodie and tee in the statement color of this drop: our deep royal blue.

Quantities are very limited. Drop 3 is available at and The New Black Store. 

Unfading fashion is the New Black


New Black have been fans of Asian Post Office since they first opened their doors 3 years ago. Asian Post Office co-founder Thomas Molin has been down with New Black since the very beginning of the brand back in 2011. Needless to say this collaboration is long overdue.

Asian Post Office, or APO as it’s commonly called, combines great food, amazing cocktails and a vibrant atmosphere with a second to none service. There’s really no place like it in the city of Stockholm. 

We’ve made a print inspired by Asian Post Office’s signature popcorn shrimp dish. Classic New Black L/S Tee in 100% cotton made in Portugal. It’s limited to 30 pieces per colorway so you need to move fast if you want one.

Asian Post Office is the New Black.


Growing up in Sweden in the 90s, before the internet became a thing, the only way you could keep track of what was happening in the world of rap music and hip hop culture was by watching Yo! MTV Raps and reading magazines such as The Source, Vibe, Hip Hop Connection, Word Up! and XXL.

We’ve made a series of covers inspired by the magazines we grew up with. A tribute to the 90s – but replacing the American rap stars featured on the covers with people with a tight bond to New Black.

Family is the New Black ❤️


Our new Logo Luz Sweat Set is made out of 100% organic cotton – premium 400g French terry quality in a soft beige tone. By using organic cotton we reduce the environmental footprint on our planet as well as offering an even more durable product than our regular premium cotton garments.

Crewneck in classic New Black fit with sporty rib panels on both sides and sweatpants in a loose baggy fit. As always, designed in Sweden and made in Europe, in limited quantities. This is a New Black exclusive and will only be available at New Black Store and

Green is the New Black.

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The second New Black drop this year makes summer feel a little bit closer. 

Our Little Signature capsule consists of our classic New Black premium hoodies with sporty rib panels along the sides, shorts in 400gsm French terry and 200gsm cotton t-shirts in loose knitted open end quality which makes them super soft and perfect for summer. 

We are also dropping a new tracksuit in a new updated silhouette and quality made in Portugal. The Moulins Track Jacket has a slightly looser fit than its predecessor Rakai Track Jacket. The Moulins Track Pants with its loose straight fit will have you looking good and feeling comfortable all year.

Last but not least we got a cotton canvas shirt with a two-way full front zipper made in Łódź, Poland.

Cut and sewn in Europe is the New Black.


New Black x Halebop – The Stay Home Collection. Velour tracksuit and bathrobe, designed in Sweden and made in very limited quantities.

Photo: Felicia Masalla

Mindoner for New Black

Mindoner for New Black. Designed and handcrafted in Milano, Italy. Extremly limited quantities. C6 ring, Stockholm Tee and Stockholm Hood will go live in store and online Friday November 6th.

Drop 5 2020 Lookbook

2020 DROP 5 – Our second drop this season is our coziest yet. This drop includes polar fleece hoods, jackets and pants in black and off white, along with matching premium cotton t-shirts.

Always unisex and made in Europe in limited quantities, designed at our office on Södermalm in Stockholm, Sweden. 

As that wasn’t enough, we got our Ribbed Beanie and Bum Beanie  back for a second round for the first time since launching 5 years ago.

Photo: Felicia Masalla

New Black 2020 – Drop 4

2020 DROP 4 – Our first drop for fall 2020 consists of a great mix of unisex garments in earhty colors. T-shirts and hoodies in premium pre-washed knitted cotton together with our uniform vest, overshirt and cargo pants in woven cotton twill. All made in Europe in limited quantities. Out Friday, Oct 2nd.


Every now and then we release an LQD – Limited Quantity Drop. Always designed at our office in Stockholm, always produced in super limited numbers and always exclusively sold at Make sure to be quick as these tend to go fast.

The graphic for the Tivoli L/S Tee was made a few years ago as part of a spoof print that never got to see the light of day. Inspired by a logo for a great amusement park in Gothenburg we decided the graphic would work better without the bunny rabbit that originally came with the logo. The burgundy flock print gave it a more classic feel. Without us telling this story we’d guess most people wouldn’t be able to spot the origin of this font, not that it really matters… we just thought it would be fun to let you know about the process.

Halebop Phone Home x New Black

New Black and the Swedish phone operator Halebop announce a big collaboration with the release of the limited drop The Phone Home Collection. The products will only avaliable at

Don’t forget to call your loved ones… Phone home!

Photography: Paul Edwards

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Triss for New Black

Triss has been dominating the Swedish graffiti scene for the last ten years – now he’s out to claim the throne of the airbrush t-shirt game.
In our 10 years in this business this is by far the most limited collection we’ve ever dropped. 11 t-shirts, each and every one with a unique motive hand painted by Triss. There won’t be any second chances here so if you snooze you lose. Available in store at 12 PM Wednesday the 15th and whatever is left will be available online at 1 PM the very same day.

Photography: Adrian Pehrson

new black fam

Summer Madness – Tie Dye Drop

We’ve gone all out DIY workshop at the New Black HQ for our new Summer Madness Drop. Crumple bleach dye, spiral tie dye and puff prints. Long sleeve t-shirts, hoodies and caps, all hand dyed and printed at our office on Södermalm. Extremely limited quantities.

New Black Summer Lookbook 2020

Spring 20 – Editorial

Let us present our Spring 2020 Editorial. Shot in London at Saint Dunstan in the East Church Garden.

Visit to check out all the news – colorful heavy weight hoodies in 100% premium cotton, striped hoodies in combed cotton and multicolor embroidered tees and crews.

SS20 Lookbook

The New Black F/W19 collection drop 1 is now available online at, at the New Black store in Stockholm and at select retailers.

New Black is a unisex brand. Designed in Sweden to fit everyone no matter where you’re from or where you’re at.

Kids Fall/Winter 2019

Winter 19

The New Black F/W19 collection drop 2 is now available online at, at the New Black store in Stockholm and at select retailers.

Check out the heavy weight sweatshirts in 100% premium cotton and our new Ringo Tee – all made in the EU.

New Black is a unisex brand. Designed in Sweden to fit everyone no matter where you’re from or where you’re at.


The New Black F/W19 collection drop 1 is now available online at, at the New Black store in Stockholm and at select retailers.

This drop is inspired by the Swedish hunting season – Not the actual hunt but the colors and patterns that we associate with it. Mix that with what we do best and you have another season of streetwear classics. Check out the heavy weight sweatshirts in 100% premium cotton, colorful long and short sleeve t-shirts, camouflage patterns and premium denim jeans all made in the EU.

New Black is a unisex brand. Designed in Sweden to fit everyone no matter where you’re from or where you’re at.

New Black Jeans – Made In Italy

“Making a great pair of jeans is not an easy task. Not only is it a difficult product in terms of competition but it’s also one that customers are very picky with. We wanted to make a premium jean, free from rips, tears and whiskers, no compromising with quality and still be able to offer a really good price. We also know how important it is to find your own thing – that one detail that seperates our jeans from the rest. That is why we are so happy with our back pocket embroidery. We feel it’s subtle yet direct, just like New Black’s design has always been.”
– Elias Mravec Gillberg, Creative Director

Our jeans are designed to sit at the waist. It’s a 5-pocket jean that is relaxed through hip and thigh and tapered at the ankle. They have a button fly and an Italian flag label at the button hole at the waist. Our signature “N” is embroidered on the back pockets. The 100% denim cotton jeans are handcrafted in Puglia, a southern region forming the heel of Italy’s “boot”.

Our jeans are made to last. We left the stretch, whiskers and scrapings out as we believe a pair of jeans should have a longer life than the stretch fabric allows and that they look best when you’ve worn them in yourself. It’s a classic timeless fit, not too baggy nor too slim but something you’ll be able to wear no matter the trends. We hope you like them as much as we do!

New Balance x New Black – Runs In The Family

“Family is the foundation of everything I do. My home is where my family is. If you ask me, blood doesn’t make you family – unconditional love does! The world is cold enough as it is, people judging one another, only doing things for themselves. One minute you matter, the next you don’t. But in my family, all of that stuff just goes away. You can just be yourself and everyone accepts you no matter what. My family is like my fuel – they’re the reason I do what I do every day, and they’re the reason I rush home in the evening.”

Sarah Åsard

”Out of all my loved ones, my mom and my daughters are the three who have taught me the most, even to this day. I’m adopted so I learned early on that family isn’t about blood – it’s about time, shared experiences and love combining to give you a place where you belong, one that you carry with you throughout your whole life. I’m a very lucky man with great friends across many different generations, and I think of all them as family.”

DJ Sleepy

“Family means the world to me. From my childhood home living with mom, great friends who became like my siblings, all the way to my own kids today. That’s where I find the peace, strength and motivation to move forward. It’s to love and be loved, unconditionally. To be there and know that they’ll always be there for me. Family is everything, I’d do anything for my family.”


New Black x Fila – DSTR97 editorial

FILA DSTR97 Editorial

The classic FILA DSTR97 is back so we’ve teamed up with our friends at NBL Sound to create an editorial. Check out the editorial below!

New Black x Reebok Classics x Imenella

New Black Winter18 collection

The New Black Winter18 collection is now available online at, at the New Black store in Stockholm and at select retailers.

New Black F/W18 collection drop 2

The New Black F/W18 collection drop 2 is now available online at, at the New Black store in Stockholm and at select retailers.

Visit to check out all the news – colorful heavy weight hoodies in 100% premium cotton, intarsia striped t-shirts in combed cotton and multicolor embroidered tees and crews.

New Black F/W18 collection drop 1

The New Black F/W18 collection drop 1 is now available online at, at the New Black store in Stockholm and at select retailers.

Visit to check out all the news – colorful heavy weight hoodies in 100% premium cotton, intarsia striped t-shirts in combed cotton and multicolor embroidered tees and crews.


New Black x Göran Kling Pt. 2 <3

New Black and Goran Kling team up once again. With the Swedish election coming up this weekend we wanted to take the opportunity and stand up against racism, sexism and homophobia. The limited t-shirt is exclusively available in our store on Maria Prästgårdsgata 15 in Stockholm and on Tradera (link in bio) and the 1/1 jewlery will only be avaliable at Tradera.

All proceeds are going to Expo and their fight to expose and diminish racism.


New Black x Sthlm Signs

Sthlm Signs is a Stockholm based company founded in 2016 by Henrik Lindquist and Pontus Bergman focusing on sign painting and true craftsmanship.

Up until the late 80’s you’d still see hand painted murals, branded trucks or shop window designs made by professional sign painters. Then came the computerization of the industry and as the new technology offered faster and cheaper solutions the sign painter profession died over night.

Over time the appreciation for tradition and craftsmanship has grown strong again and many are now looking back to the roots in order to move forward. Sign painting is making its way back and Sthlm Signs have made it their mission to be the pioneers of the new Swedish wave.

14 years have passed since New Black founders Andreas and Elias first got to know Henrik through their common interest in lettering and graphic design. Their passion for letters have stayed the same ever since and when Pontus reached out about a possible collaboration there wasn’t much to think about.

Brush strokes made by the hands of Sthlm Signs, scanned and made into vector graphic and then screen printed on New Black’s pre-washed 100% cotton t-shirts made in Portugal. Basic, traditional craftsmanship.

The tee is now avaliable at the New Black Store and at

New Black Summer 2018

New Black Summer 2018 collection

New Black Spring 2018

New Black Spring 2018

Winter has overstayed its welcome far too long, and it has us longing for Spring like never before. We crave sunshine and warmer weather, and we can’t wait to show you our new spring collection. It’s packed with all the good stuff – tracksuits, hoodies, tees, socks, caps and jackets in a color palette ranging from light, earthy tones to fire red, navy and dark, overdyed camouflage. The aesthetics are unmistakable New Black, but this time, the statement is slightly more subtle.