about
It’s time to take the Underground brand DNA, its provenance, authenticity, unwavering narrative, and relentless contemporary relevance, and channel it into Breakingnewground. We’re applying that same spirit to entirely new products, categories, and markets.
Breakingnewground began as a marketing campaign for British footwear brand Underground, built on the idea of collaborating with emerging designers and introducing new contemporary products.
But the concept quickly evolved. To keep moving forward, we realised we’d need to be constantly, and consciously, breaking new ground.
More than a single campaign, Breakingnewground now acts like a disruptive startup, though one with 40 years of industry experience. We’re shedding outdated practices in production, stock holding, and distribution, and instead embracing the new fashion paradigm: zero inventory, mass customisation, circular models, virtual products, and NFTs.