New Heritage was founded in 1988 by Belinda and Rodney Jones out of Baltimore, Maryland. Their bold graphic designs rooted in Black identity and cultural pride were worn by Will Smith on The Fresh Prince of Bel-Air, the Wayans Brothers on In Living Color, Martin Lawrence and Chris Rock in Boomerang, and featured across some of the most iconic Black television of the 1990s. Essence, Black Enterprise, Jet Magazine, and multiple newspapers covered the brand at its peak.

When Rodney passed away in 1994 and Belinda in 1999 the brand went quiet but the story never died.

Their niece Tamira Wells, a Creative Director and owner residing in Los Angeles for 16 years, relaunched New Heritage in 2016. The brand has since been featured on Netflix, BET, Fox, HBO, and Issa Rae's YouTube channel and worn by Lena Waithe, Angela Rye, and Goapele.

New Heritage is not just history. It is still happening.