What Only NY does

Only NY is an independent New York City clothing brand established in 2007 that designs and sells apparel, accessories, and home goods inspired by NYC culture, landmarks, and government iconography. The company maintains official licensing partnerships with the Metropolitan Transportation Authority (MTA), NYC Parks Department, and NYC Department of Sanitation (DSNY), granting it exclusive rights to reproduce official NYC transit signage, parks branding, and sanitation imagery on consumer products. Its catalog spans 11+ product categories including t-shirts, sweatshirts, outerwear, headwear, bags, and an expanding Home & Office line of cast iron NYC objects (pigeon figures, sewer cap coasters, fire hydrant bottle openers, MTA table lamps).

The business operates on a direct-to-consumer model through a Shopify-powered e-commerce storefront and one physical flagship store at 176 Stanton St in Manhattan's Lower East Side, with e-commerce fulfillment running out of an Austin, TX warehouse. Pricing ranges from $2 accessories to $898 in the J. Press premium collaboration, with core apparel concentrated in the $30-$150 range. The technology stack is deliberately lean — Shopify plus Rebuy for cart recommendations — with no proprietary platform, API, or AI/ML capabilities disclosed.

Revenue derives from four streams: apparel sales (primary), Home & Office products, digital gift cards ($25-$500 denominations), and licensing royalties from MTA, NYC Parks, DSNY, and The City of New York partnerships. The brand runs a recurring collaboration program spanning heritage fashion (J. Press), soccer culture (Bowery FC, Lotto), illustrators (Cevallos Brothers, Chris Wilson), and cultural institutions (MoMA), and reinforces community engagement through the annual Only NY & Friends Invitational soccer tournament in Bushwick Inlet Park. Customer segments include NYC residents and locals, sports fans, collectors of limited-edition releases, and fashion-conscious consumers seeking elevated streetwear.

Name

Only NY

Legal name

Only NY

Website

https://onlyny.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Only NY is an independent New York City clothing brand founded in 2007 that designs apparel, accessories, and home goods featuring officially licensed NYC government iconography (MTA, NYC Parks, DSNY), selling direct-to-consumer via Shopify and one Lower East Side flagship.

Ownership category

akta.pro rank

Product category

Streetwear and Lifestyle Apparel

NAICS

Sporting Goods Retailers (45911)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Streetwear & Contemporary Apparel Retail (CRAAABAM)

akta.pro secondary industries

Premium & Contemporary Apparel Brands (CRAAAAAB), Luxury Streetwear & Contemporary Designer (CRAAAFAH)

Keywords

• NYC streetwear apparel
• Licensed merchandise
• Direct-to-consumer clothing
• Collaborative collections
• Home goods accessories

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Apparel Sales: Primary revenue from t-shirts, sweatshirts, hoodies, outerwear, headwear, bottoms, socks, and accessories. Prices range from $2 (markers) to $898 (blazer). Core apparel items typically $30-$120.
2. Home & Office Products: Growing category including cast iron items (pigeon figures, fire hydrant bottle openers, sewer cap coasters), DSNY trash cans, MTA metal signs, prints, and home goods. Items priced $44-$184.
3. Gift Cards: Digital gift cards in denominations from $25 to $500. Delivered via email, allowing recipients to choose from full product catalog.
4. Official Licensing Royalties: Revenue derived from official licensing partnerships with MTA, NYC Parks Department, DSNY, and The City of New York. Products feature officially licensed imagery.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Only NY designs, sources, and sells NYC-themed apparel, accessories, and home goods direct-to-consumers through its own e-commerce site and a flagship Manhattan store. The brand leverages official licensing partnerships with NYC city agencies (MTA, NYC Parks, DSNY) and creative collaborations to produce graphic t-shirts, sweatshirts, outerwear, headwear, socks, bags, and distinctive home objects such as cast iron pigeons and MTA table lamps.

Product overview

Only NY is an independent New York City clothing brand established in 2007 offering a diverse portfolio of apparel and merchandise. The product offering consists of core clothing categories (T-shirts, sweatshirts, sweaters, outerwear, headwear, bottoms, socks, bags) alongside an extensive accessories and home & office category featuring NYC-themed home goods. The portfolio includes several sub-brands and licensed collections including the officially licensed MTA (Metropolitan Transportation Authority) collection, NYC Parks collection, and DSNY (Department of Sanitation) merchandise. Seasonal collections like Coney Island, Summer 2026, Holiday 2025, and The World's Game rotate throughout the year, while collaborations with J. Press, Bowery FC x Lotto, Cevallos Brothers, New York City Garbage, and MoMA extend the brand's reach. The company operates e-commerce through Shopify and uses Rebuy for cart recommendations.

Differentiator

Problem solved

Functional benefit

Products and services

• T-Shirts Graphic and logo t-shirts in various styles including pocket tees, long sleeves, ringer tees, and baseball jerseys, priced typically $30-$64, sold to consumers seeking NYC-themed streetwear.
• Sweatshirts and Hoodies Crewneck sweatshirts, hoodies, and zip-up hoodies featuring brand logos and NYC-inspired graphics, priced $64-$148.
• Outerwear Jackets and outerwear pieces including collaboration items like the Only NY x J. Press Blazer ($898).
• Headwear Ball caps, snapback hats, polo hats, trucker hats, and knit hats featuring NYC and brand imagery.
• Socks Athletic socks, baseball socks, half-crew socks, and multi-pack logo socks, priced starting at $20, with bundle pricing available.
• Home & Office NYC-themed home decor and office items including cast iron pigeons, fire hydrant bottle openers, sewer cap coasters, MTA table lamps ($184), DSNY trash can waste baskets ($168), prints ($28-$60), wall clocks, blankets, and desk accessories, priced $2-$184.
• Gift Card Digital gift cards in denominations of $25, $50, $75, $100, $125, $150, $200, $300, $400, and $500, delivered via email and redeemable against the full product catalog, excluded from site promotions and discounts.
• MTA Collection Officially licensed Metropolitan Transportation Authority merchandise featuring 46+ items including archival signs, subway icons, transit graphics, and Metro-North/Long Island Rail Road branded apparel and home goods.
• NYC Collection (NYC Parks) Officially licensed NYC Parks Department merchandise celebrating parks and recreation system, including official Parks logo apparel, recreation-themed items, and borough-specific park merchandise.
• DSNY Collection Officially licensed NYC Department of Sanitation merchandise including wire mesh trash cans as home waste baskets ($168), trash can pen holders ($58), and DSNY-themed apparel, with some proceeds benefiting the City of New York.
• Premium Basics American-made heavyweight 100% cotton essentials including hoodies, crewnecks, and pocket t-shirts with pre-washed finish, sold to consumers seeking elevated quality basics.
• Only NY x J. Press Collection Heritage collaboration bridging tailored and casual wear, featuring rugby shirts ($195), oxford shirts ($198), blazers ($898), pins, and t-shirts ($14-$58) using the NYC flag palette.
• Only NY x Bowery FC x Lotto Collection Soccer collaboration collection with Bowery Football Club and Italian sportswear brand Lotto featuring limited-edition soccer kits and nylon hats.

Quantifiable outcome

• 19+ years operating as independent NYC brand
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Twelve partnerships are on record, tiered core, flagship and minor.

• Metropolitan Transportation Authority (MTA)coreOEM/ Whitelabel/ Licensing PartnerOfficial licensing partnership with MTA covering subway signage, Metro-North, and Long Island Rail Road imagery. Products include metal subway sign reproductions, apparel featuring MTA branding, and transit-themed accessories. The 2026 collection pays tribute to over a century of MTA history with archival signs, icons, and original graphics.
• NYC Parks DepartmentcoreOEM/ Whitelabel/ Licensing PartnerLongstanding partnership since 2015 with NYC Parks Department to create collections celebrating the city's Parks and Recreation system. Products include official Parks logo apparel, recreation-themed items, and borough-specific park merchandise.
• NYC Department of Sanitation (DSNY)coreOEM/ Whitelabel/ Licensing PartnerOfficial licensing to use DSNY imagery on merchandise including wire mesh trash cans as home waste baskets, trash can pen holders, and DSNY-themed apparel. Proceeds from some products directly benefit the City of New York.
• J. PressflagshipStrategic or Co-development PartnerCollaboration bridging tailored and casual wear through shared appreciation for classic American sportswear. Collection blends J. Press Ivy League tradition with Only NY's hyper-local illustrative approach, built around NYC flag palette. Products range from $58 (pins) to $898 (blazer).
• Bowery FCflagshipStrategic or Co-development PartnerFive-year collaboration with NYC soccer club Bowery FC, celebrating their 25th anniversary in 2026. Partnership includes annual Only NY & Friends Invitational soccer tournament at Bushwick Inlet Park.
• LottocoreStrategic or Co-development PartnerLegacy Italian sportswear brand partnering with Only NY and Bowery FC for 2026 limited-edition soccer kit and nylon hat, marking five years of the three-way collaboration.
• Cevallos BrotherscoreStrategic or Co-development PartnerQueens-based illustrators and signmakers collaborating on capsule collections celebrating NYC food culture, stadium cuisine, tailgates, and cookouts. Multiple seasonal drops including ballpark-themed apparel and prints.
• New York City Garbage (Justin Gignac)minorStrategic or Co-development PartnerEarth Day partnership with artist Justin Gignac and his project NYC Garbage, which transforms discarded materials into collectible objects. Limited collection reframing waste as something to document, repurpose, and appreciate.
• Chris WilsoncoreStrategic or Co-development PartnerIllustrator and tattoo artist collaboration for Artist Series. The Summer 2026 collection features 'New York Baddies' inspired by local tattoo culture, including temporary tattoos, sticker sheets, and apparel.
• MoMA (Museum of Modern Art)minorStrategic or Co-development PartnerCollaboration on Community of New York Wall Clock product, bringing art museum aesthetic to NYC-themed home goods.
• The City of New YorkcoreOEM/ Whitelabel/ Licensing PartnerOfficial licensing through various city agencies. Products feature official NYC branding, NYC flag palette, and city-wide imagery across multiple collections.
• SCENEScoreGTM or Marketing PartnerPartner in annual Only NY & Friends Invitational soccer tournament, helping organize and promote the community event.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kith: Kith is a Brooklyn-based streetwear and lifestyle brand operating a DTC e-commerce model with multiple physical flagships worldwide. Both brands occupy the NYC-rooted premium streetwear category with hyperlocal design language, multi-channel retail, and cultural-credentialed collaborations, making Kith the closest like-for-like comparable.
• Aimé Leon Dore: Aimé Leon Dore is a Queens, NYC heritage-inspired contemporary apparel brand with a flagship store, e-commerce site, and premium pricing on elevated basics. Both brands target NYC-rooted authenticity, premium basics, heritage collaborations, and a curated DTC experience at higher price points than typical streetwear.
• Noah NYC: Noah is a NYC streetwear brand with a DTC-only model, ethical manufacturing, and collaborations with cultural institutions and music-adjacent brands. Both brands share a NYC indie streetwear identity, limited physical footprint, and use of historical/regional design references to drive product differentiation.
• Supreme: Supreme is the original NYC drop-based streetwear brand built on limited-edition releases and cultural collaborations. Both brands operate seasonal drop cadences, collaboration-driven hype, and NYC cultural authenticity as core value drivers, though Supreme operates at significantly larger scale.
• Stüssy: Stüssy is a heritage streetwear brand with global flagship stores, DTC e-commerce, and an ongoing collaboration program with artists and brands. Both brands span apparel, accessories, and home goods under a unified streetwear aesthetic, though Stüssy operates at substantially greater scale with multi-city retail.
• Carhartt WIP: Carhartt Work In Progress is the European/urban sub-line of Carhartt offering workwear-inspired streetwear through DTC and own-store retail. Both brands operate in heritage/workwear-rooted contemporary apparel with own-store retail strategies and crossover appeal to fashion-conscious consumers seeking elevated basics.

Emerging players

• Engineered Garments: Engineered Garments is a NYC-based heritage-inspired menswear label focused on American-made garments, military/workwear references, and selective retail distribution. It is comparable to Only NY's Premium Basics sub-brand in materials and aesthetic, though it lacks Only NY's NYC government licensing breadth.

Broad incumbents

• Norse Projects: Norse Projects is a Copenhagen-based contemporary apparel brand offering heritage-inspired minimalism across apparel, accessories, and home goods through DTC and global flagships. It is comparable on product breadth (apparel + home), DTC-first model, and premium contemporary positioning, though its aesthetic is Scandinavian rather than NYC-locale.
• Beams Plus: Beams Plus is the heritage/American-inspired sub-line of Japanese retailer Beams, offering elevated basics and vintage Americana apparel. It is comparable to Only NY's collaboration-driven premium positioning and NYC/USA heritage aesthetic, though it operates as part of a much larger retail group with extensive category breadth.

Others

• Bowery FC: Bowery Football Club is a NYC amateur soccer club and longtime Only NY collaboration partner on apparel drops and the annual Only NY & Friends Invitational tournament. It is a peer in the sense that the partnership constitutes an active revenue and community channel for Only NY, though it is not a direct competitor and functions primarily as a partner brand.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/onlyny/?hl=en
• Xx.com/only_ny
• Facebookfacebook.com/onlyny
• LinkedInlinkedin.com/company/only-ny-inc.

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Only NY