Mishka NYC is a

streetwear Streetwear is a style of casual clothing which became global in the 1990s. It grew from New York hip hop fashion and Californian surf culture to encompass elements of sportswear, punk fashion, punk, Skateboarding#Culture, skateboarding, 1980s no ...

company and record label currently headquartered in

Los Angeles Los Angeles, often referred to by its initials L.A., is the List of municipalities in California, most populous city in the U.S. state of California, and the commercial, Financial District, Los Angeles, financial, and Culture of Los Angeles, ...

California California () is a U.S. state, state in the Western United States that lies on the West Coast of the United States, Pacific Coast. It borders Oregon to the north, Nevada and Arizona to the east, and shares Mexico–United States border, an ...

. It was established in 2003 by Mikhail Bortnik and Greg Rivera in

Brooklyn Brooklyn is a Boroughs of New York City, borough of New York City located at the westernmost end of Long Island in the New York (state), State of New York. Formerly an independent city, the borough is coextensive with Kings County, one of twelv ...

New York New York most commonly refers to: * New York (state), a state in the northeastern United States * New York City, the most populous city in the United States, located in the state of New York New York may also refer to: Places United Kingdom * ...

. Featuring bright colors and grotesque but playful cartoon imagery, the brand designs T-shirts, hats, sweaters, and accessories. Mishka NYC's most notable design is the "Keep Watch" eyeball and the "Bearmop" logo, a cartoon bear.

L'Amour Supreme

One of Mishka's most prominent visual collaborators is street artist

L'Amour Supreme L'Amour may refer to: People * Louis L'Amour (1908–1988), American cowboy novelist * Michelle L'amour (born 1980), American neo-burlesque performer Other uses * ''L'Amour'' (album), a 1983 album by Lewis * ''L'Amour'' (film), a 1973 film * ...

. As the brand’s lead artist for many years, he was instrumental in shaping Mishka’s distinctive aesthetic—most notably creating the iconic "Keep Watch" eyeball graphic that became a signature of the label. His work blended punk, comic book, and monster imagery into bold, colorful designs that appeared across Mishka’s apparel, toys, and marketing. L’Amour Supreme also collaborated on vinyl toy releases with Mishka, such as Bootleg Kaiju and The Beast, and participated in live art events and exhibitions under the brand's name.https://www.vinylpulse.com/2014/06/kidrobot-mishka-keep-watch-labbit.html

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* * Clothing companies of the United States Companies based in New York City American record labels {{US-media-company-stub