The Origin Of boys of new york

Boys of New York didn’t come from a business plan — it came from a moment.

I was home sketching one day and I drew a varsity jacket with Boys of New York written across the back. That sketch stuck with me. It felt like something real. Something I had lived.

I was born and raised in Jersey, but I’ve spent over 20 years in New York — I went to college here, built my career here, and grew up all over again in this city. New York has a way of breaking you down and building you back up, sometimes in the same week. But what always stuck with me was the hustle. The energy. The way people move here with purpose.

Boys of New York is inspired by that feeling — the quiet determination of trying to make it, nomatter what "making it" looks like to you. It’s the spirit I saw in my friends, in strangers, in latenight conversations on stoops or in studios. Everyone here is chasing something. And no matter where you’re from, if you’ve lived that grind, you get it.As cliché as it might sound, New York will make you or break you. But if it makes you — it stays in you.

BONY is my way of capturing that. It’s rooted in minimalist design, vintage sportswear,
workwear, and basics — created to feel nostalgic, effortless, and lived-in. Like pieces from a past life that still hit today. But more than that, it’s a love letter to the city that shaped me, challenged me, and made me who I am.

Boys of New York is like your crew — a collective of individuals moving through life with
intention, hustle, and style. It’s not about fitting in because BONY makes its own noise.

This brand is personal. It’s honest. And it’s just getting started.

— Isidoro Francisco

Founder, Boys of New York