Shmuie, Fuggnyc, and Yash at Eventscape Industries in Long Island City @ Shmuie’s 2025 popup show.
A text read “5-25 46th Ave Long Island City, NY 11101 United States, pop-out tonight, we celebrate Shmuie, gonna be a movie” Instagram messages from David Binyatov aka @FuggNYC, Brooklyn born New York City photographer.
The setting of the pop-up: the likes of the company Eventscape – high-ticket custom architectural fabrication – featured companies: Shmuie. SideDoor Mag. Eventscape‘s space provided an atmosphere that allowed the colors of the personnel involved to flow. Personalities and characters of those in attendance danced vividly at the snow sprinkled event.
Clothing: Shmuie whose name is Shmuel Eisenstein is a clothier, fashion designer and garment connoisseur making streetwear for the modern homosapien. Shmuie’s 2025 has been off to an incredible start. Beginning with a fashion catwalk and closing NYFW 2025 with a collaborative pop-up event with SideDoor Magazine in Long Island City, New York. The pop-up event was a meeting of minds, styles and…. bulldogs.
Shmuie Interview
Shmuie’s design’s are often times collaborative – binding together his stitching, fabric selection, material and manufacturing knowledge with the illustrative expertise of his selectively chosen collaborators. Collaborators include comic graphic artist Pinhead’s Sketchbook, and rap culture mag 4GOT10.
We caught up with Shmuie himself in an interview below.
Graffiti, Skateboarding, Comics; tell us about the Shmuie universe and your new line. A lot of it started during the revamp of Shmuie. At the time I was living in Bushwick, and the outside of my office was just covered in graffiti. I don’t look online for inspiration for my brand I get inspiration from taking walks, and from the things I enjoyed as a kid.
You were in Japan. What did that trip consist of? How did it inspire you? Seeing new things and hearing a new language pushes you outside of your comfort zone. Through nonverbal communication and networking I felt inspired to make new things. Being there with friends and potential new collaborators had this effect on me. We hosted a pop-up with a strip club and indoor skate-shop Diorama. We shot content and the skaters show us their world. Community shit, Utah, the youngest member of the skate team, 14, looked short and shy, but was disgusting at skating, we got clips of him in the shirt.
Tell us about the full suits such as the “BLOSSOM CAMO WORK SETS”.
I make clothes in terms of sets & start with sets.
What is the face? “There’s this meme in china called Biaoqingbao, China’s ‘me gusta’ – it’s popular on Wechat. I used 2022 camo, then full denim, inspired by Bape and the Bape Shark Hoodie,
How did people react to it? Being white in Japan you get tons of stares, especially wearing a panda suit with a panda backpack. In Shibuya I went semi twitter viral with a post that hit the explore page with 52,000 impressions.
What did your creative process look like for this new line? Mostly Hat Liners – it’s such an important part of the hat for durability, sweat durability, and story telling in the hat. Jae Tips, creator, one of the biggest hat creators started a movement in the hat community for rare under brim collections that helped to determine re-sale value. Also the lighting it creates on your face. During photo shoots people look better with lighter under brim.
Coffe or Matcha? I used to hate caffeine, it makes me bug out, I slowly started to get used to it. Matcha.
Dr. Pepper or Sweet Tea? I fuck with seltzer it’s in our blood.
Bonus Interview: FUGGNYC
Fuggnyc Interview
What did you do for the pop-up specifically?
Pretty much – in simple form – I got him the space for the after party, I got Nick Prosper to be the first one to walk the Shmuie fashion show. I made the art pieces for the pop up. Stayed up all night the night of the show. Nick popped up we (photographed him) shot him with some exclusive pieces and the Shmuie flag. I got some micro influencers to pull up. I was also on sales and closed on a bunch of pieces as well as promoting the product.
What’s it like working with Doov?
Throughout this journey to be able to go back and listen to Doov‘s music is a reminder to keep going and never give up. No matter how far I go away from home, one song from Doov can always bring me back. Where we’re from (East Brunswick, NJ) is a very talent filled and niche spot. The first 10 years of my life were in Brooklyn and then I moved to Jersey. Doov is another example of ambitious person who show’s you that it’s possible to achieve your dreams and what results when you stay dedicated and true to your craft. Doov is one of the first artists to be photographed in the ‘bulldog’ sweatsuit. I gave a little signed poster with every sale as well.
What inspires you to work in the fashion industry?
I always loved fashion, my oldest brother put me onto these high-top pumas when I was younger. I still have a pair of his jeans from like 20 – 30 years back. I always got the hand me downs like the Sean Jean (which didn’t age well), but when I moved from Brooklyn to Jersey, I was the only one wearing South Pole, G-Unit, the baggiest clothes when everyone was wearing Abercrombie and Aéropostale. It made me who I am today, I think that’s what streetwear does, it brings individuality. Even if you think you don’t have the best fashion it represents who you are. It’s all art, and I appreciate art. As long as you appreciate art, you’re able to unlock a certain self-mastery.
Tique Firm 