In order to find out about the roots of prestigious streetwear brand New Black we have to go to Gothenburg, an industrial city on Sweden's rainy and windy west coast. The city is known for its grimy climate as well as for a a vibrant culture of underground clubs and street art. It is the graffiti culture in Gothenburg, that brought Andreas Undén and Elias Gillberg together and set the foundation of a 15-year-old friendship between both writers. New Black is the fruit of this friendship and is fully based on the creativity, humour and cheeky charm of graffiti.
New Black is the new black
Founded in 2011, New Black quickly developed into an exciting streetwear brand. What started with a small line of five t-shirts is now a full-scale fashion brand. The collections are getting bigger every year and new sales markets are 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.