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PROFILE

The “Metallic Power” of Spanish footwear brand New Rock is an icon for alternative fashion subcultures in more than 50 countries. Created in 1978 by Pedro Ortuño Santa, the brand’s origins date back to 1929 and a family shoemaker’s in Yecla (Murcia).

Pedro Ortuño, of the family’s second generation, laid the foundations for the emphatic look of the now signature design 373. Long tongues, multiple straps and large metal buckles plus the metal logo are the hallmarks of every pair of New Rock boots. Today, these elements are updated as biker boots, gravity-defying platforms, giddy heels and even beach sandals.

Under the slogan “Above All Be Original”, New Rock produces more than 15 “Metallic Power” collections in Spain, with names like Steampunk, Creepers, Bull and Trail, all inspired by heavy metal, underground and literary sub-genres of science fiction, and designed for men and women looking for a style away from the mainstream.

With shops and retail corners in major Spanish cities, New Rock attracts alternative youngsters on all five continents, and has proved particularly successful in Milan, Vienna, London, Amsterdam, Budapest, Tokyo, Changping, Las Vegas, Pretoria, Johannesburg, Paris, San Francisco, Bandung and Athens. It also has an online shop which delivers all over the world with a New Rock 373 customized model application so users can personalise their shoes.

New Rock has an export rate of 92% and showrooms in Yecla, Tokyo, Las Vegas, Nieuwegein, Milan, Duisburg, New York, Moscow, Sasang-gu and Limassol.

New Rock takes part in international footwear exhibitions like MICAM (Italy), GDS (Germany), Who’s Next (France), FN Platform (Las Vegas), The Brandery (Barcelona), Modapolítica (Tokyo) and Pure London.