Our Story

It started with an unmistakable phrase: “AND THE NEW!”—the electrifying moment when a new champion is crowned. As lifelong martial artists and fight enthusiasts, we found ourselves hunting for training gear that could keep up with our grit, discipline, and class. But with so many niches—boxing, MMA, Muay Thai—there wasn’t a single brand that united all fighters under one ethos of quality, tradition, and relentless willpower.

So, we built our own.
AND THE NEW was founded in Australia to create versatile, long-lasting gear for anyone who steps up to fight—professionals, amateurs, or weekend warriors. We believe fighting is more than a sport; it’s a way of life. It hones discipline and pushes you beyond comfort. It demands respect and a certain humility—yet it also unleashes raw power when it counts.

Our Mission

To empower a global community of fighters dedicated to achieving their own “champion moment.” By crafting gear that stands the test of time—and by supporting fighters at every level—we aim to inspire more people to take up combat sports and channel their inner warrior for good.