Founded in 1978 by the Ortuño family, New Rock has become one of the best-selling brands of footwear in the world, thanks to a style that is reminiscent of gothic, punk, and biker styles. Over the years, New Rock shoes have become more and more a recognizable symbol of a subversive attitude that goes against all the ideological schemes of fashion. Although footwear remains the main focus of the company, they also offer clothing, such as leather jackets and corsets. They also make motorcycle helmets.