NEW YORK CITY TOURISM + CONVENTIONS PARTNERS WITH LOCAL APPAREL BRAND TIER ON LIMITED-EDITION COLLABORATION

New York City (December 13, 2023) — New York City Tourism + Conventions, New York City’s official destination marketing organization and convention and visitors bureau, today announced a limited-edition collaboration with New York City–based apparel brand TIER, just in time for the holidays. The limited travel capsule collection, which features an interpretation of New York City’s new logo, brand identity and color palette, comprises four styles including hoodies, sweatpants, socks and baseball hats. The partnership marks the first of its kind for New York City Tourism + Conventions since the organization rebranded with a new name (formerly NYC & Company) and brand identity in March 2023. The collection will be available exclusively at shoptier.nyc starting December 15.  

“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,” said Nancy Mammana, New York City Tourism + Conventions Chief Marketing Officer. “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.”    

“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,” said Nigeria Ealey, Co-Founder and Creative Director of TIER. “I’m looking forward to the launch of our collection and excited to see all the beautiful things we have in store.”  

Designing for everyday adventure, the TIER team, renowned for its signature style, found inspiration in New York City Tourism’s recent rebranding, referencing the organization’s visual identity system inspired by the graphic heritage of the City. The collection references New York City Tourism’s logo, featuring the irregular shapes and intersections influenced by the horizontal streets and vertical building shapes of New York City, alongside the organization’s distinct color palette that surveys New York City’s icons and associations—from Liberty Green, Taxi Yellow and Ferry Orange to Lox Pink, Brick Red and Rockaway Sand.   

In celebration of the collaboration, TIER founder Nigeria Ealey penned a love letter to NYC. The heartfelt letter reflects on how his upbringing in the City sparked his love for fashion, shaped him as an entrepreneur and inspired his world-famous clothing brand.  

“We were thrilled at the opportunity to work with TIER, a brand whose aesthetic embodies the spirit of New York City,” said New York City Tourism + Conventions Vice President, Licensing, Christina Rowley. “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.”  

The collection will be available to US customers online at shoptier.nyc.