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Streetwear for the fashion savvy. New Black has a style like no other streetwear brand. Comfortable clothing with truly edgy details and prints. Inspired by the USA, designed for Sweden. Best of both worlds.
New Black, the story
New black was founded in Gothenburg in 2011, by graffiti painters Andreas and Elias. Their first collection of five printed tees were inspired by urban culture. Today, they've released many different collections. In 2014, they began selling their clothes internationally, to huge success. The same year, they opened the doors to Stockholm's first New Black shop. This streetwear brand grows at a super fast rate and it's not difficult to see why. New Black clothes are definite must-haves if you're into American culture, like Swedish design, are street-smart, and crave crazy sick clothes with plenty of attitude.
Edgy streetwear or chilling at home
Do you wanna be street-smart with streetwear? It's easy to get a style that looks like it came straight from the U.S. Cool, trashed jeans, a printed tee, and a New Black jacket over top. Large rings in the ears, messy hair and of course, a long necklace too. Combine it with a fresh pair of sneakers. Throw a New Black hat atop your hair and you're ready-to-go with your streetstyle. New Black is inspired by Swedish design, American sportswear and urban culture. Their clothes are super cool on the streets, but also perfect to chillax in at home. We call that a win-win!
The new black
It's not uncommon to see a bunch of celebrities wearing clothing from New Black. Rapper Petter and actress Noomi Rapace are two who dig the brand - and it's easy to understand why. Swedish, minimalist design with a gritty American touch? Yes, please. If you want to have as cool a streetstyle as Noomi, it's definitely their printed tees or cool jackets you need. But what makes the whole style is a New Black beanie. It's hip-hop, rap, urban, and a little edgy, all in one sickly comfortable mix, topped with the best Swedish design. New Black is truly the new black.
New Black online at Nelly
Don't miss our New Black sale! Swedish streetwear at low prices at Nelly.com. Come and discover why we are the largest online fashion retailers in the Nordics. We are a trusted e-shop and offer super fast deliveries. Our shipping is affordable and our returns are simple. Tons of designs, styles, shoes, and cool jewelry and even more satisfied customers. Find your own style at Nelly.