Archive for the ‘MOOD’ Category

Behind the brand – Q&A with New Black’s creative director Elias Mravec Gillberg


The best and smallest backup phone in the world. Halebop is releasing BM10 and you will be able to cop yours at The BM10 is said to be to be the worlds smallest phone, measuring to 7 x 3 cm. You can use the phone to call and text. It’s also got features such as: bluetooth, games and mp3 player. Very limited drop – first come first served.

Photo: Amanda Nilsson

New Black Fam – Sleepy

new drop new black

New Black Fam is where we give a little extra love to the people who have helped and supported us over the years.

“Hip-hop is a living, breathing thing and it doesn’t get stuck in what it used to be, it keeps on moving and the new younger generation constantly re-writes its rules. It has no mercy on people my age who are not willing to see change, but that is also what I love about it.”

Few people have had more of an influence on the Swedish music scene than Patrik “Sleepy” Elofsson. Nowadays, many might know him as Petter’s tour DJ or as an A&R at Sony Music, but he’s also one of the true pioneers of Swedish hip-hop. He and his friends embraced the music, fashion and lifestyle back when there really wasn’t any local influence at all. Back when the US scene was a lot further away than checking your Instagram feed.

Patrik has been a friend of New Black for almost a decade now. We even witnessed him getting his first grey hairs!

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.”