On a late summer afternoon, when the city is indecisive about the seasons—not sweater weather but perfect for that one black light jacket you need to donate (you know the one, stop playing)—I found myself at Cuts & Slices in Brooklyn, leaned up against somebody’s car kicking it with Iman Johnson. While I opted for a classic cheese slice, playing it safe for digestive peace, Johnson, co-founder of the emerging clothing line Serving NY, dove into their renowned oxtail slice, a perfect metaphor for the bold, uniquely New York venture he would soon describe.
The Founders’ Vision
Johnson, a Brooklyn native and Cooper Union graduate who works as an architect in Long Island City, is one of eight founding members who brought Serving NY to life in 2023. Seven of them were born and raised within the five boroughs, with the eighth—a Philadelphia native—earning his honorary New Yorker status through years of dedicated involvement in the city’s creative scene.
Johnson shared their vision as we walked the Brooklyn streets after our meal. At the same time, I scribbled notes in my notebook—old school, perhaps, but fitting for a story about preserving New York culture. “We wanted to create something that speaks to New York identity without being tethered to sports teams,” Johnson explained, gesturing at the city around us. “This is about representing everyone who keeps this city’s heart beating, from the bodega workers to the subway conductors, the teachers to the artists. Each one in this city always brings their unique flavor, aiming to be their best self—that’s the energy we’re trying to capture.”
Local First: A Different Approach to Growth
What distinguishes Serving NY from the saturated landscape of city-proud brands is its deliberate approach to growth and collaboration. While many emerging brands eagerly chase partnerships with corporate giants, Serving NY has committed to collaborating exclusively with local businesses. “Longevity is key,” Johnson emphasized. We’re not looking to blow up overnight. We’re building something sustainable, something that grows with the city.”
The Squirrel vs. The Pigeon
Perhaps most striking is their choice of mascot. Serving NY has embraced the squirrel as its symbol in a city where the pigeon reigns as the unofficial avian ambassador. “Watch a New York squirrel for five minutes,” Johnson suggested. “They’re quick, resourceful, always on the move. That’s New York energy. That’s the pace we live at.” The brand has developed several variations of its squirrel character, each capturing different aspects of city life.
Building Community Through Fashion
The genius of Serving NY lies in its inclusive vision. While created by natives, it explicitly welcomes everyone who calls New York home. “What makes New York, New York,” Johnson reflected, “is that it’s a city of natives, transplants, and immigrants. That’s the secret sauce. That’s what we’re here to represent.”
Core Values and Future Vision
Through our conversation, the core values of Serving NY emerged with VVS clarity: authenticity, community support, sustainable growth, and radical inclusivity. The brand stands as a testament to the enduring spirit of New York—not the glossy tourist version. Still, it’s the absolute, gritty, beautiful chaos that natives and adopted New Yorkers alike recognize as home. They’re not just serving New York but preserving its heart, one locally sourced collaboration at a time.
As we wrapped the walk, I couldn’t help but feel that Serving NY had captured something I missed about the city—its authentic spirit. As this rotten apple is being hurled toward the future, eight dudes managed to create something official and thorough, much like the place I call home.
Purchase Gear Here: https://serving.nyc and Follow @servingny
