New Rock is a Spanish shoe an clothing company that make several types of biker/goth style boots, shoes and clothes (though they do have some designs that might not be considered gothic). New Rock boots have undergone a recent explosion in popularity in the UK (though they have not yet infiltrated the mainstream), but apparently they aren't as common in the US. Because of their popularity some people don't consider them 'unique' enough, or avoid them because they don't want to be seen as following a trend.