Scandinavian simplicity, American urban culture, intelligence and an important sense of humour; these are the foundations of New Black’s unmistakable design. In only a few years, the Stockholm based company has gone from a small, first collection of five t-shirts to a successful, global brand, and is now one of the most exciting names in streetwear. Never compromising with the DNA of the brand, New Black has maintained an impressive and loyal following of KOLs all over the world. Staying true to who you are and what you love will always be the new black.

Oh-Three-One, the city with no sun, sang rapper J-Son about his famously rainy hometown. Gothenburg, an industrial city on Sweden’s rainy and windy west coast, is known for its grimy climate, and no, we’re not only talking about the weather. But creativity has always thrived under cloudy skies. The home to a vibrant culture of underground clubs and street art, Gothenburg has been the birthplace of many of Scandinavia’s most important artists. Andreas Undén and Elias Gillberg met on the train tracks. Graffiti became the foundation of a 15-year-old friendship; and the creativity, humour and cheeky charm of graffiti is the foundation of New Black.

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.

See the collection at overkill here

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brand new stance socks just landed at overkill!

check them out here

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starter x loony tunes snapback and tees now available at overkill!

see it all here

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adidas wmns zx700 be lo & leopard gymsack fresh in at overkill!

have a look at these and more from adidas here

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big delivery of stance socks just landed at overkill.

see these and the rest here

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huf holiday 2014 collection now available at overkill!

see it all here

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new arrivals – ucon winter 2014

November 20th, 2014

brand new ucon winter 2014 apparel and accessories fresh in at overkill!

check it all out here

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brand new penfield winter 2014 accessories just landed at overkill!

check it all out here

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a few more undefeated holiday 2014 accessories and apparel for you to check out.

see it all here

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brand new undefeated holiday 2014 headwear fresh in at overkill!

see it all here

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big delivery of stüssy winter 2014 headwear fresh in at overkill!

check it all out here


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graff on girls 2015 calendar available at overkill now!!

shop link here

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looky looky “younger than yesterday” winter 2014 collection now available at overkill!

see the whole lot here

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Start 10.11.2014 – 12:00 h


brand new graffiti books & magazines available at overkill now!!

check them all out here

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