New Black has its roots in the simple and direct design that has become associated with Scandinavia and Sweden. With a smart take on things and a love for details New Black gives the customer a bit more with prints and designs than most other street wear brands on the market. Like so many other Swedes being born in the 80s we too have been heavily influenced by 90s American pop and sport culture. However, we are truly alone at doing what we do, coming from where we come. New Black is the new black. "'_____ is the new black' is an expression used to indicate the sudden popularity or versatility of an idea at the expense of the popularity of a second idea. It is the originator of the phrasal template (or snowclone) "X is the new Y." The phrase seemed to have started in the 1950s or 1960s. Since then it has often been used for ironic or humorous purposes." – Wikipedia