The streetwear-skewed brand created by Quincy Moore and Liz Eswein has found its name embraced by all the cool kids in its hometown and beyond.
Moore, whose background is in fashion — he had created Knowlita, a lifestyle brand and creative agency in 2015 — said he and Eswein had known each other for a decade. Eswein cut her teeth in marketing and was the cofounder of Cycle Media, an “advertising-meets-talent” agency.
The business is self-funded and has amassed 1 million followers on Instagram and a following among New York celebrities, including Sarah Jessica Parker, Kate McKinnon, Hugh Jackman and Tracy Morgan. Moore said New York “as a brand is globally recognized,” and he likened it to Google or Apple. And that shows in the company’s database of shoppers, who are in every state in the U.S. “That was a surprise,” Eswein said, “because we thought it would be hyper-local.”
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