New Way Of Life (NWOL) is an apparel and lifestyle brand based in New York City, inspired by the famous speech "New Way of Life" by the former Ethiopian emperor Haile Selassie, roots music, and indigenous cultures. NWOL's goal is to raise awareness about how we view our collective cultures, history, and spirituality, while highlighting our similarities. As Haile Selassie once said,

"We are from and of the people, and our desires derive from and are theirs."