GROUND BREAKING COLLABORATIONS

Newground will absorb some of the Underground brand DNA to continue to collaborate with new designers in a “design lab “type format, using a new manufacturing paradigm of short lead and made to order production as well as virtual products. In return it will create a halo effect for Underground, keeping it relevant and “ground-breaking “.

We have already laid the groundwork for several collaborations that will take us to new frontiers. Working together with pioneers of extended reality fashion we will create both physical and virtual product , that will see an original steel cap boot transformed for a digital age.

Most importantly, our collaborations are driven by shared values and alignments rather than social media follower numbers, working as proudly with an emerging designer as we do with a band from the stratosphere.

We are also working with reknowned designers and music artists to deliver new collaborations for 2023 and 2024