The Establishment Brands are in trouble.

When you think about fashions that were So...N.Y. back in the days these brands come to mind. Taylords, AJ's , Sergio Valente, Levis, Lee jeans, Girbaud. I guess these brands would be now considered vintage?Today these brands would be compared to Seven Jeans, True Religion, Rock and Republic etc..

I noticed that people are spending a lot less time focusing on major brands and are opting to wear products that are more self expressive. The T-shirt is a prime example. Today you are more likely to find people wearing a graphic t-shirt that represents them as an individual rather that wearing a major branded t-shirt. These established brands are making adjustments based on this trend.
A great example of this is Guess Jeans. If you purchased a Guess Jeans t-shirt 5 years ago, it would just bear the logo. Today, you can hardly find a Guess T with just the Logo. What you will see is a really good looking typeface with a pithy tag line. The established brands understand that people are waking up. They are not spending excessive amounts of money on a t-shirt because the established brand makes them feel good. People are giving other less known brands a chance. I like the direction fashion is headed.

The Brittish Invasion....

Before Wallabies and Hush Puppy's there were British Walkers. British Walkers was by far the Jordan's of the late 70's early 80's. These shoes were sought after by taste makers and the fashion forward. Now don't think that this blog is just a history lesson or some throwback to 80's fashions, this is all relevant to those who are yearning for something organic. In a time where Hip Hop and B-Boy in was in the bubbling phase. If you owned a pair of these shoes all the light skinned wavy chics was feelin you now. Unfortunately, I never owned a pair of British Walkers. But I captured the idea and the feeling I felt about these shoes on a graphic T-shirt. So in all actuality, I do own a pair of these legendary shoes. visit: http://www.imsonewyork.com/

The IM SO...NEW YORK MOVEMENT

Hey Bloggers, my name is Kristoff Fitzgerald Hermitt and I am here today to talk about a movement that is poised to shake up the t-shirt game. Before we go there, here is some background about myself. I was born in Brooklyn and raised in the Bronx and spent most of my adolescent years in Yonkers. My parents are immigrants from Jamaica and I am the youngest of five children.


IM SO...NEW YORK is an idea the came about in the midst of a crisis. The unfortunate events of 911 is what spawned the idea. Like thousands of people, I lost my job during the economic shake-up; I was forced to move in with my parents. During that time, I had a chance to reflect on the way my life was going. One night, I remembered praying in bed that God would step in and bless me with an idea that would change the course of my life; God answered my prayers. Thus, the moniker IM SO...NEW YORK came to fruition. I thought that this was a great idea to revitalize the spirit of New Yorkers. It seemed as if everyone in New York was depressed. I spoke with my parents about the idea of starting a T-shirt company. They told me that if God put it in my heart to start this company, they would support me 110%. So, now that I have the OK from my parents, I did my due diligence on legally protecting my ideas. Initially, this T-shirt line mission was to revitalize the spirit of New Yorkers. I then realized that the moniker was far greater than what I imagined. When you think of IM SO...NEW YORK you think about individuality. You think about style, you think about a certain swagger that you can't explain. Just then, I had an epiphany. You don't have to be form New York to be So... N. Y. IM SO...NEW YORK is an idea. It's a story..... I realized that this movement needed to be predicated around a story. The "What's Ur Story?" tag line is an idea that spoke to the brand. Each t-shirt is a culmination of my ideas as it relates to my experiences growing up in New York. Each T-shirt tells a very specific story that is relayed in the graphic. The message in some T's are straight forward, others are not. This entry is one of many more to come. I want my audience to be fully engaged with me and be a part of this history in the making endeavor. Welcome to the movement.
Please visit http://www.imsonewyork.com/ and support the IM SO NEW YORK movement.