New York City Tourism & TIER: Exclusive partnership

Saturday, December 16, 2023

New York City Tourism + Conventions, the official organization responsible for promoting tourism and conventions in the city, has just unveiled an exclusive collaboration with TIER, a prominent apparel brand hailing from the Big Apple. This exciting partnership has been introduced just in time for the festive season, making it a unique holiday treat for fashion enthusiasts and travelers alike. The limited-edition travel capsule collection encompasses a range of stylish items, including hoodies, sweatpants, socks, and baseball hats, all featuring an artistic interpretation of New York City’s fresh logo, brand identity, and color scheme.

This marks a significant milestone as it represents the first collaboration of its kind for New York City Tourism + Conventions since their rebranding in March 2023 when they transitioned from their former name, NYC & Company. The entire collection will be exclusively available for purchase at shoptier.nyc starting December 15.

Nancy Mammana, Chief Marketing Officer of New York City Tourism + Conventions, expressed her excitement about this unique venture, stating, “New York City is one of the world’s fashion capitals and premier travel destinations, and our partnership with TIER brings to life those two ideas with this limited-edition collection of pieces that seamlessly fit into a traveler’s wardrobe. The design reflects the inspiration of the five boroughs and celebrates our commitment to showcasing the authenticity of New York City—its grit, glamour, and enduring creativity.”

Nigeria Ealey, Co-Founder and Creative Director of TIER, also shared his enthusiasm, saying, “Working with New York City Tourism by way of our new partnership is an incredible opportunity to honor our home and the home to some of the world’s most renowned communities, attractions, and experiences. I’m looking forward to the launch of our collection and excited to see all the beautiful things we have in store.”

TIER, known for its distinctive style and focus on everyday adventure, drew inspiration from New York City Tourism’s recent rebranding. The collection pays homage to New York City Tourism’s logo, featuring irregular shapes and intersections reminiscent of the city’s horizontal streets and vertical skyscrapers. Additionally, it incorporates the organization’s unique color palette, drawing from New York City’s iconic imagery, with colors such as Liberty Green, Taxi Yellow, Ferry Orange, Lox Pink, Brick Red, and Rockaway Sand.

As a special tribute to this collaboration, Nigeria Ealey, the founder of TIER, composed a heartfelt love letter to NYC. In this letter, he reflects on how growing up in the city ignited his passion for fashion, influenced his journey as an entrepreneur, and inspired the creation of his globally recognized clothing brand.

Christina Rowley, Vice President of Licensing at New York City Tourism + Conventions, expressed their enthusiasm for this partnership, saying, “We were thrilled at the opportunity to work with TIER, a brand whose aesthetic embodies the spirit of New York City. This collaboration affirms our commitment to partnering with diverse, local, and small businesses that make this city an incredible place to visit, live, work, and play.”

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