About Us

NEWD is a lifestyle brand and specialty retailer established to celebrate Detroit’s story through seasonal men’s, women’s, and children’s apparel, and accessories.

We present a distinct lens of personal storytelling, delivering uncompromising detail in fabrication and design.

Led by DeVonn Williams, NEWD plans evoking nostalgia from a bold, Detroit-centered perspective. We collaborate with a carefully selected set of local artists, makers, and partners who share a commitment to authenticity, craftsmanship, and community.

NEWD embodies a multi-faceted lifestyle: root-level Detroit pride, thoughtful construction, and collaborations that reflect the city’s dynamic voice.

Wear NEWD. Wear Detroit.