MIISTA IN A NEW YORK MINUTE

It’s 2pm on Friday and we’re admiring the beauty of cherry tomatoes on the vine and discussing the joys of apple cider donuts, as we wander between the stalls at Union Square Farmer’s Market with our writer friend Jo and Maryah, a culinary artist and model.

"And we’re talking about New York."

Because like so many people in this city, we’ve journeyed here from somewhere else, and then Maryah says that whilst she doesn’t classify herself as a New Yorker… yet, what she does love about it is that it’s a place where you have the space and autonomy to just totally be yourself. And this makes so much sense to us.

We’ve been in New York City for a year. A whole year on the Lower East Side, dressing, gathering, engaging with you in our Miista corner of the world on Orchard St.

"And yes, it is a mere New York minute in the grand scheme of things, and yes, John our store manager is still fielding enquiries about when ‘the pop-up’ is ending, which he does with great aplomb, and a smile.."

But there’s no need to worry, he tells them, about shipping or tariffs because we’re here to stay. Because in this coursing creative city, with every conceivable community and its cracked sidewalks, it’s a place where we feel at home.

So, we’re strolling on a sunny September afternoon to meet up with more of the Miista crowd. A filmed experiment, a kind of socio-geographic-fashion-get to know you, that we hope will get us in with the locals. Go behind-the-scenes of the city.

"Because it’s always been about being more than a shoe brand."

On a nearby Lower East Side street comedian and musician Charlene has Jo giggling at her gender-flipped cover band names. Labia Head are touring next month, if you’re interested. For her, New York is a place of constant inspiration, somewhere where all the important communities in her life sit side-by-side: artistic, queer, comedy, Asian and music, it’s her spiritual home.

In a Nature Reserve in Greenpoint, we get into food, fashion and the embodiment of NYC hospitality with chef and writer, Natasha, “it’s all about being good at what you do but being relaxed and not too perfect,” she says. We couldn’t agree more.

"New York is a place where you can go to be who you want to be, and be as fully or as little clothed as possible."

At the entrance of the Williamsburg Bridge, we meet Griffin a DJ, “I feel like I’m always partying on or under a bridge, y’know?” For them, New York is a place, “where you can go to be who you want to be, and be as fully or as little clothed as possible.” It feels good when your point of view is reflected right back at you. We stand there letting it all seep in, as we look out over the Hudson River. It all happens in New York.

One year after opening our New York store, Miista is making space for something memorable:

"MORE THAN A SHOE BRAND"

An original performance piece with choreography directed by Zoï Tatopoulos and music by Covco for New York Fashion Week.

Monday, 15 September 2025 · 6 PM

Special thanks to Jo Rosenthal and our New York friends:

Whitney Mallett; Maryah Ananda; Griffin Maxwell Brooks; Hyungi Park; Sage Adams; Clara Perlmutter; Lauren Valenti; Natasha Picowitz; Charlene Kaye