Despite summer in Atlanta beginning to heat up, it hasn’t stopped us from being on the lookout for new brands. Ironically enough, one of the winners we’ve found recently hails from the East Coast as well, as New York-based ICE COLD NY drops off its latest collection through Wish.

The burgeoning New York-based brand was founded by Michael Cherman, an avid cyclist. As many brands often do, ICE COLD NY was born from a functional need to have visibility on the busy streets of New York when Cherman was running or cycling. The answer, he would find, was in a timeless textile known as 3M Reflective Material. The patented treatment serves as a light reflector that in regular lighting appears as a normal screen print, but when hit directly with light, becomes extremely visible and noticeable. While ICE COLD NY holds a clearly defined, technically-driven ethos to it, it also has a running streetwear influence to the brand. Be it the melting ice cube motif that has been a mainstay since day or, or the classic block logo “ICE COLD NEW YORK” insignia, each of the visuals are effectively elevated with the 3M Scotchlite execution.

Purchase the ICE COLD NY SS13 T-Shirt Collection here as well as in-store via our Moreland Ave. location.