New Rock

What New Rock does

New Rock is a privately held Spanish footwear and fashion company founded in 1929, headquartered in Yecla, Murcia. The company designs, handcrafts, and sells avant-garde boots, shoes, sneakers, sandals, and heels — predominantly featuring platform soles, metallic engineering, and genuine leather construction — alongside apparel (jackets, hoodies, t-shirts, pants) and accessories (bags, belts, jewelry, sunglasses, patches, motorcycle helmets, keyrings). It also operates a designer furniture line. The brand targets alternative fashion consumers across punk, rock, goth, and anime/gaming subcultures, supported by licensed collaborations with the Evangelion, Attack on Titan, and Ghost In The Shell franchises, plus a dedicated vegan footwear line built on ECO-VEGAN and SEAQUAL sustainable materials.

The business operates exclusively through a direct-to-consumer e-commerce model on a Shopify-based storefront (newrock.com/en) with global shipping and free EU shipping on orders above €150. A single warehouse-distribution facility at Polígono Urbayecla II in Yecla also serves as a local pickup point. The product catalog is exceptionally deep in long-tail inventory — including 1,036 men's ankle boot SKUs, 1,010 men's platform boot SKUs, 581 men's boots, and 454 women's ankle boots — indicating broad assortment over rapid turnover. Pricing spans €7 (patches) to €4,047 (furniture), with core footwear typically €150–€600 and frequent promotional discounts of 25–70%. Customer acquisition is driven by organic social media presence across Instagram, TikTok, Facebook, YouTube, X, and Pinterest, plus a monthly email newsletter.

The company discloses 1–10 employees, no parent company, no subsidiaries, no funding rounds, no disclosed management team, and no AI/ML capabilities in its public footprint. There are no mobile applications, no public API, and no enterprise integrations. Revenue is entirely one-time retail purchase with no subscription or licensing income disclosed (licensed anime collaborations appear to be product-based rather than royalty-driven). Recent commercial activity centers on three 2026 seasonal launches (Sandals Collection, Araña spider-inspired series, Clothing 2026), continued expansion of anime franchise collaborations, and incremental extension into vegan and home/lifestyle categories.

Name

New Rock

Legal name

New Rock

Website

https://newrock.com

Company type

Private

Founded year

1929

Operating status

Operating

Headcount range

1–10 employees

Short description

New Rock is a privately held Spanish footwear and fashion brand, founded 1929 in Yecla, handcrafting avant-garde boots, shoes, apparel, and accessories for alternative, punk, and anime subculture consumers via direct-to-consumer e-commerce.

Ownership category

akta.pro rank

Product category

Premium Designer Footwear

NAICS

Footwear Manufacturing (3162), Shoe Retailers (45821)

SIC

Footwear, (No Rubber) (3140), Retail-Shoe Stores (5661)

akta.pro primary industry

Casual & Lifestyle Footwear (CRAAACAB)

akta.pro secondary industries

Luxury & Designer Footwear (CRAAACAI), Sustainable & Eco-Friendly Footwear (CRAAACAH), Footwear Components & Materials (Uppers, Soles, Laces, Insoles) (CRAAACAK)

Keywords

• Avant-garde footwear
• Premium leather boots
• Alternative fashion
• Designer sneakers
• Platform boots

Headquarters

HQ city

Yecla

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales: Direct sales of footwear (boots, shoes, sneakers, sandals), clothing (jackets, hoodies, t-shirts, pants, kilts), and accessories (bags, belts, jewelry, sunglasses, patches, keyrings, motorcycle helmets, furniture). One-time purchase model with occasional sales/discounts (25%, 70% off).

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

New Rock designs, manufactures, and sells handcrafted Spanish leather footwear, including signature platform boots, sneakers, sandals, and heels, accompanied by apparel, accessories, designer furniture, and motorcycle helmets. Products are sold direct-to-consumers worldwide through its own e-commerce storefront, featuring punk-inspired avant-garde aesthetics, licensed anime collaborations, and a vegan footwear line.

Product overview

New Rock is an avant-garde Spanish footwear and fashion brand specializing in premium leather boots, shoes, and sneakers with distinctive platform soles and punk-inspired designs. The brand offers a comprehensive portfolio spanning women's and men's categories including boots (regular, high, ankle), shoes, sneakers, sandals, heels, and platform styles. Supporting product lines include designer clothing (jackets, hoodies, t-shirts, pants), accessories (bags, belts, jewelry, sunglasses, patches), motorcycle helmets, home furniture, and official merchandise. The brand features exclusive collaborations with anime franchises (Evangelion, Attack on Titan, Ghost In The Shell), a dedicated vegan footwear line with eco-friendly materials, and a premium sale section. New Rock products are handcrafted in Spain with metallic engineering, genuine leather, and artisanal tradition, targeting consumers seeking rebellious, stand-out fashion. The brand's most iconic product lines include the 106 series boots and TANK series, consistently featured as top sellers.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Footwear Collection Handcrafted Spanish leather women's footwear including platform boots, ankle boots, sneakers, heels, and sandals for alternative fashion consumers.
• Men's Footwear Collection Handcrafted Spanish leather men's footwear including platform boots, sneakers, and sandals for alternative fashion consumers.
• Vegan Footwear Collection Non-leather handcrafted footwear including vegan platform boots, sneakers, and shoes for ethically minded alternative fashion consumers.
• Designer Clothing Collection Designer apparel including jackets, hoodies, t-shirts, and pants designed to complement the alternative footwear aesthetic.
• Accessories Collection Fashion accessories including bags, belts, jewelry, sunglasses, patches, keyrings, and beanies that complement the alternative fashion footwear offering.
• New Rock x Evangelion Collection Officially licensed crossover footwear and apparel collaboration with the Evangelion anime franchise for IP collectors and anime fans.
• New Rock x Attack on Titan Collection Officially licensed crossover footwear and apparel collaboration with the Attack on Titan anime franchise for IP collectors and anime fans.
• New Rock x Ghost In The Shell Collection Officially licensed crossover footwear and apparel collaboration with the Ghost In The Shell anime franchise for IP collectors and anime fans.
• Designer Furniture Designer furniture pieces extending the brand's metallic craft and avant-garde aesthetic into home goods.
• Motorcycle Helmets Branded motorcycle helmets matching the brand's alternative aesthetic for motorcycle enthusiasts.
• Footwear Adornments and Hardware Standalone zinc/zamak adornments, hardware, and decorative pieces that can be purchased separately for footwear customization.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered minor.

• EvangelionminorStrategic or Co-development PartnerLicensed collaboration creating exclusive New Rock x Evangelion footwear and apparel collection featuring 14 products including boots, t-shirts, and hoodies with Evangelion branding and artwork.
• Attack on TitanminorStrategic or Co-development PartnerLicensed collaboration creating exclusive New Rock x Attack on Titan collection featuring boots and t-shirts with Attack on Titan artwork and branding.
• Ghost In The ShellminorStrategic or Co-development PartnerLicensed collaboration creating exclusive New Rock x Ghost In The Shell collection featuring products with Ghost In The Shell theming.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Others

• New Rock M. nepot (alternative label reference): Ancillary gothic/alternative footwear labels operating in the same niche. Included only as a placeholder for emerging regional gothic footwear brands that compete for the same subculture consumer.

Broad incumbents

• Dr. Martens: Iconic British boot brand with deep roots in alternative and counterculture fashion. Sits as a much larger incumbent in the same alternative boot category, but at a broader price and demographic scale than New Rock.

Direct peers

• Demonia: US-based alternative footwear brand specializing in gothic, punk, and platform boots, creepers, and sneakers. Closest direct competitor to New Rock in the avant-garde alternative footwear niche.
• Grinders: UK-based heritage alternative boot brand producing heavy leather boots, creepers, and steel-toe designs. Comparable in alternative-boot positioning and craftsmanship heritage to New Rock.
• T.U.K. Shoes: US-based alternative footwear brand known for creeper shoes, platform boots, and punk-inspired designs. Direct competitor in the alternative platform footwear category with similar DTC focus.
• Iron Fist Clothing: Alternative streetwear and footwear brand with punk, skate, and gothic influences. Overlaps with New Rock on platform sneakers, creepers, and graphic-driven alternative footwear.
• Pleaser: Specializes in extreme platform boots, stiletto heels, and sexy/alternative footwear. Comparable to New Rock in the dramatic platform and avant-garde aesthetic targeted at alternative subcultures.

Emerging players

• Officine Creative: Italian artisan footwear brand producing handcrafted leather boots and shoes with avant-garde construction. Comparable to New Rock in craft, leather quality, and premium avant-garde positioning.
• Killstar: UK gothic/alternative fashion brand selling apparel, footwear, and accessories. Shares the dark, alternative aesthetic with New Rock and competes for the same subculture consumer, with broader apparel assortment.
• Jeffery-West: British designer of premium boots, Oxfords, and creepers with an alternative-luxury aesthetic. Comparable to New Rock's higher-end boots and luxury collection at a more traditional dress-footwear angle.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/newrock
• YouTubeyoutube.com/newrockYT
• Facebookfacebook.com/NewRockOfficial
• Instagraminstagram.com/newrock
• TikToktiktok.com/@newrockoficial
• Pinterestpinterest.com/newrock

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New Rock