Erik By Erik

Ison & Fille
Borta Bra Men Hemma Bäst
Hemmalaget, 2002

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.

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