“Not for the conventionally appropriate” explained…


Most brands will give you a detailed profile on what their specific customer looks like. They will call this their “target market.” However, not many will tell you who they do not want representing their brand. In our case, we want our community to consist of individuals that are comfortable rejecting traditional mindsets and going against the grain.

Parvenu - Parvenu stands for a person who is a relative newcomer to a socioeconomic class. The definition further states that someone has recently or suddenly risen to an unaccustomed position of wealth or power and has not yet gained the prestige, dignity, or manner associated with it. We use parvenu as an interchangeable phrase for “The New Rich.” Both have great significance to the TNR brand because we are about not conforming to the box society wants to place us in. There are a multitude of ways to be considered rich, but why is it that the most popular way of viewing it is monetarily?

As The New Rich, we believe that our community is comprised of leaders that are rich in the ways of the mind, travel, health, creative spirit, influence, and experience. It is our goal to spread this message to a wide range of people through clothing. The New Rich serves as a conversation piece that opens up a dialogue and an opportunity for you to share your story for how you are considered rich.


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