The founder of Kehitys was also the co-founder and CEO of the renowned Swedish streetwear brand New Black. Established in 2010, the two friends from Gothenburg began designing graphics and locally printing T-shirts, distributing and selling them to their friends. The brand grew organically, creating a vibrant worldwide presence for over a decade.

In 2022, they made the decision to pass the torch to the younger generation.

To mark the end of this era, they released the New Black book – 298 pages that capture the life and times of the notorious streetwear brand through iconic collections, unforgettable parties, and words from friends and family. Kehitys is a proud executive producer of the book.