The New Society was founded by designer Estefania Grandio as her personal project. After working in the women's fashion industry for two decades, she became a mother to Matteo and Valentina. Inspired by her professional experience and her children, she decided to create a children's fashion brand that embodied values like consciousness, timelessness, sustainability, and emotion. The first collection, called "Primitive," was launched in January 2019 with a strong conceptual approach. The brand aims to go beyond just making clothes and instead strives to create meaningful connections and bring beauty to everything they do.