New Black originates from the simple and straight-forward design that has become Sweden and Scandinavia's signature. With a love for details New Black provides designs and prints that are smarter than most other streetwear brands. Like so many other Swedes born in the 80s, we are deeply influenced by American sports and pop culture from the 90s. With that said, we are unique in what we do and who we are. New Black is the new black.