New Black originate in the simple and direct design that have become the signature of Sweden and Scandinavia. Because of their passion for details, New Black's design and prints have a more clever twist than most other streetwear labels. Like so many other Swedes born in the 80's, they are deeply inspired by American sport and pop culture from the 90's. Having said that, New Black are unique in what they do and who they are. New Black is the new black.