New York City is all about authenticity and this brand is about keeping true to that fact.

The New York Thing brand was started when I was sitting in a restaurant in Williamsburg. I looked around and saw such a huge diversity of people around me with one common thread - we were all New Yorkers.

For me, being a New Yorker means you're gritty, you celebrate differences, you work hard until you get the job done, you pull yourself up from your bootstraps and you live in each moment.

Whether you're here for a day or a decade, whether you're dodging the rain in Bedstuy or cheering the Knicks at Madison Square Garden, one thing is for sure ...

You know it when you see it.

Never needs to be repeated.

It's a New York Thing.