GROUND BREAKING COLLABORATIONS

Newground will draw on the Underground brand DNA, collaborating with emerging designers in a “design lab” format and embracing a new manufacturing paradigm of short lead times, made-to-order production, and virtual products. In turn, this will create a halo effect for Underground, keeping it relevant and truly ground-breaking.

We’ve already laid the foundations for several collaborations that push into new creative frontiers. Working with pioneers in extended reality fashion, we’ll develop both physical and virtual products, including a reimagining of our original steel cap boot for the digital age.

Crucially, our collaborations are driven by shared values and creative alignment, not follower counts. We’re just as proud to work with an emerging designer as we are with a global band.

We’re also partnering with renowned designers and music artists on new collaborations launching in the coming seasons.