Zoo York: NYC Skateboarding Brand Born from Subway Culture

From Subway Reference to Global Streetwear

Zoo York was founded in 1993 by Eli Gesner, Adam Schatz, and Rodney Smith. The name references the New York City subway system—nicknamed "the Zoo" for its gritty, chaotic energy in the 1970s-80s—and the graffiti crew "Zoo York" that tagged tunnels.

Brand Evolution

• Core: Skateboard decks, apparel, accessories
• Team: Featured legends like Chris Cole, Josh Kalis, Stevie Williams
• Aesthetic: Raw, urban, East Coast street style—distinct from California skate culture
• Cultural Impact: Featured in films (Kids, Street Dreams), videos, music; became synonymous with 1990s-2000s NYC skate scene

Business Journey

Acquired by Iconix Brand Group (2001), later sold; experienced revivals and licensing shifts. Despite corporate changes, Zoo York remains an authentic symbol of NYC skateboarding's golden era and its fusion with hip-hop, graffiti, and downtown art scenes.