Merch is so predictable? Not this merch. The We Love NYC Collection is very, VERY different and very, VERY New York. It features the one thing New Yorkers can’t wait to get rid of – rats.The line introduces a character that was coined RONY (aka Rats of NY). Similar to New Yorkers, rats have different styles, tastes and absolutely love NYC.
The collection, developed by Founders, is about celebrating the good, the bad & the funky of NYC. It’s a tribute to one of the world’s most iconic and vibrant cities. The 19-piece collection captures the essence of New York, reflecting the attitudes and ethos of its people. In a city renowned for its sizable rat population, and most recently the popular rat tours, the collection’s visual identity is spearheaded by a logo of an illustrated native New Yorker rat called RONY (Rats of New York).
One of the main items of the collection is a “Stay Trashy” tote bag, created 100% from NYC black trash bags – meant to mock the high-end fashion designer bags which sell for over $3,000 and who influencers wear proudly across streets of NYC. Weed is finally legal, so some rolling papers with ‘high as a skyscraper’ on the packet are just what you need. Inspired by the TikTok creators scouring the city, a t-shirt reads “Don’t ask me what I’m listening to,” in true “mind your business” New York fashion. Referencing the compact nature of New Yorker’s apartments, a mini handbag declares “actual size of my apartment” in small type in the corner. collection.
Helping to launch the collection, New Yorkers woke up on Wednesday December 13 to a series of black trash bags scattered around the city that read, “Trash Talk”. Each bag contained a QR code that is directed to the e-commerce site where the merch can be purchased. There are also a number of OOH executions and a 3D DOOH in Brooklyn that will feature a giant rat trap transformed into a pop-up shop showing the full collection.
The collection is available for purchase at www.welovenyccollection.com.
Tanya De Poli, co-founder of We Love NYC Collection, commented, “We felt like NYC could use one more rat. We know there’s an appetite out there for some different style of merch. We’re just taking it to the next level. The good, the bad, and the funky is what makes New York, New York.”
Full collection of merchandise available:
Launch 1, December 11
- “Stay Trashy” Tote Bags
- Bushwick & Upper East Side Tote Bags
- Candles
- T-Shirts
- Baseball caps
- Rolling Paper
- Mugs
- Matchbox
- Rat Collar
- Mini Purse
Launch 2, January 2024
- Umbrella
- “Potty Mouth” Mints
- Nail Polish
- Shoe Covers
- Flood suit
- Fanny Pack
- Folded Pizza Holder
- Defeated Red Socks
