New Future is a streetwear brand homegrown in London. The label is inspired by everything from 90’s Hip Hop and Rave culture to the UK’s current Grime music scene taking over the globe.The label combines bold colours with uncompromising prints across a range of clothing from T-shirts and tracksuits to hoods and headwear for both men and women.
The brand has gained a stateside celebrity following from Billie Ellish to Justin Bieber as well as UK urban music ambassadors Lady Leshurr, Stefflon Don and recent clothing collaborator, Novelist.
New Future London is determined to bring some colour back to the current fashion landscape with its vibrant, high energy designs and liberated, youthful attitude for a new era of optimists.
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Formed in 2008, LONG has defined over a decade of dark, gothic and alternative streetwear with a cult following that has stretched across the UK and the rest of the globe.