Scandinavia seems to be the new hot spot for great streetwear and urban culture. Sweden is widely known for its minimalist lifestyle and alternative priorities, so it’s hardly surprising that Northern Europe dictates this year’s fashion and inspires others to follow them. And New Black, born in Gothenburg and based in Stockholm, is one of the most noticeable candidates to do so.
Gothenburg, an industrial city on Sweden’s rainy west coast, is known for its grimy climate. Andreas Undén and Elias Gillberg met on the train tracks. Graffiti became the foundation of a 15-year-old friendship. The creativity, humour and cheeky charm of graffiti are the foundations of New Black. Founded by the two friends in 2011, New Black has become one of streetwear’s most exciting brands.
New Black’s latest fashion collection is classic streetwear with a twist. New to the season are pastel spring colors in pink-and-beige palettes. New Black wants to be a brand that starts conversations, worn by people who have something to say. Hollywood actors as well as local heroes. It’s visionary, with a love for nostalgia. And you can take a look at the new collection right here.
Click here to read more terrific news about fashion and click here to submit your own photos, tracks and articles. Or just follow us on Facebook, Twitter, Instagram, Tumblr and Pinterest to stay updated all the time.