New Heritage, originally founded in 1988 by fashion designers Cynthia Belinda Wells Jones & Rodney Jones, was a popular street wear brand in the 90's. Known for its bold hand rendered abstract motifs on sweat gear t-shirts and snap hats. New Heritage showcased appreciation of African American culture and promoted Black Awareness. New Heritage was featured on several 90's television shows and movies such as Fresh Prince of Belair, A Different World, Living Color and worn by several 90's celebrity legends such as Will Smith, Martin Lawrence, Sinbad, Wayans Brothers and the list continues. Tamira Wells the niece of the founders relaunched the brand to pay homage and continue their legacy.