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New Black

Founded by the two friends in 2011, New Black has become one of streetwear’s most exciting brands. What started with a small line of five t-shirts is now a full-scale fashion brand, the collections getting bigger every year and new sales markets 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.


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