“It will always be New York or nowhere”

Quincy Moore founded the lifestyle brand Knowlita in 2015, and Knowlita sold “New York or Nowhere” shirts. In 2020, Moore formed a company with Liz Eswein called New York or Nowhere (NYON), and in 2022 they opened a store on 250 Lafayette Street in Manhattan.
 
The saying “It will Always be New York or Nowhere” has been on some products since 2020. “New York Knicks or Nowhere” (in association with the New York Knicks, an NBA baksetball team) has been on some products since 2025.
 
 
New York Or Nowhere (NYON)
ABOUT
Founded in 2020, New York or Nowhere (NYON) is a lifestyle & apparel brand inspired by the greatest city on earth. With IP that’s beloved from Brooklyn to Berlin, a flagship retail store in the heart of Nolita, and ongoing partnerships with the NY Knicks and TCS New York City Marathon, NYON has established itself as the preeminent brand for anybody who loves (or lusts after) the city that never sleeps.     
 
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Knowlita
@knowlita
New York or Nowhere®
New York, NYnewyorkornowhere.comJoined June 2011
       
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Christine A. Merrill
@cestchristine
All I want is a @knowlita New York or Nowhere T-shirt. Or the elusive #avocadotoast shirt because TRUE LIFE.
2:29 PM · Apr 23, 2015  
 
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Kaitlin Milliot
@kaitmills
Need. “New York or Nowhere” tee: http://knowlita.com/products/new-york-or-nowhere-t-shirt
11:12 AM · Jan 5, 2016
 
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Myfrogtee
@myfrogteecom
New york or nowhere sweatshirt, tee shirt and hoodie https://myfrogtee.com/trend/knowlita/new-york-nowhere/
(The saying is show on a sweatshirt.—ed.)
7:45 AM · Jan 27, 2017
 
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▽
@yoo__gabbagabba
Girl at the airport has NYC luggage, an I❤️NY hat, and a shirt that says “New York or Nowhere”
Baby you in Tampa but ok
5:33 PM · Jan 3, 2019
 
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Estephita
@stephy_825
My fucking heart omgggg!!! When RJ was proud to show that “New York or Nowhere” writing on his shirt 😭😭😭😤😤🧡💙
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NBA
@NBA
Jul 5, 2019
Coming up in #NBASummer…
@nyknicks / @PelicansNBA
9:30pm/et - ESPN
8:52 PM · Jul 5, 2019
 
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Omar Zakaria
@cronodeus
Saw a person in SF wearing a shirt that read “New York or nowhere”.
Still scratching my head about it.
2:04 PM · Jan 25, 2020
 
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Mike
@MikeeTrainor
It will always be New York or Nowhere.
3:31 PM · Apr 22, 2020
 
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c
@c___mar
it will always be, new york or nowhere 😊
5:40 PM · Aug 28, 2020
 
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ok
@MikeyNooodz
It will always be New York or Nowhere ✅📝
9:27 AM · Sep 3, 2020
 
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kat⁷
@HOBlSOUL
It will always be New York or nowhere 🗽
9:54 AM · Sep 3, 2020
 
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Curt Cazal
@curt_cazal
Wow. I just saw a guy wearing a tshirt at the #Yankees game that read “New York or Nowhere”.
Damnit… I Want. That. Shirt.
No offense.
#NewYorkForever
#NewYork
7:18 PM · May 4, 2021
 
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Molly Moon
@mollymoonbeam_
I hate the slogan “it will always be New York or nowhere.” Don’t make a place ur personality, just make sure it fits your lifestyle
12:37 AM · Jun 21, 2021
 
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Priscilla Castro A.
@PriCastro16
It will always be New York or Nowhere. ❤️✨
@knowlita @lizeswein
(“New York or Nowhere” is shown on a T-shirt.—ed.)
1:44 PM · Jun 22, 2021
 
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🐱🫶🪩
@atbalini
It will always be New York or Nowhere ❤✨🌃
(“New York or Nowhere” is shown on an image.—ed.)
7:00 PM · Oct 18, 2021
 
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b
@cartierbambi
it will always be new york or nowhere.
(The saying is shown on a store window.—ed.)
7:32 AM · Oct 30, 2021
 
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War Unicorn Media
@WarUnicorn
“New York or Nowhere,” it says on his shirt.
Lame. Sounds like something a fatass elitist would say. lol
11:09 PM · Dec 5, 2021
 
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EVELINA.
@shhhisha
gm. It will always be New York or nowhere.
#NYC #streetphotography
(The saying is shown on a sign.—ed.)
10:33 AM · Dec 12, 2021 from Chicago, IL
 
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Lower East Side
@lowereastnyc
It will always be New York or nowhere 💫 🗽 📸 @newyorkornowhere — #YourLESNYC #LES #LiveLESNYC⁠⁠
(The saying is shown on a bag.—ed.)
5:55 PM · Mar 9, 2022
 
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BESTEESTORES
@poyervusamayhq
New York Or Nowhere Shirt
https://besteestores.com/product/new-york-or-nowhere-shirt/
(The saying is shown on a T-shirt.—ed.)
12:45 AM · Sep 28, 2022
 
WWD
New York or Nowhere to Open Permanent Flagship in Nolita
The buzzy brand was created by Quincy Moore and Liz Eswein during the pandemic.
By Jean E. Palmieri
October 17, 2022, 1:00am
New York or Nowhere has established a cult following since its founding during the depths of the pandemic.
 
The streetwear-skewed brand created by Quincy Moore and Liz Eswein has found its name embraced by all the cool kids in its hometown and beyond. The brand’s popularity became evident when a temporary store it opened last year drew a crowd that waited on line for two hours on drop days for a chance to buy a hoodie, T-shirt or sweatpants.
 
And now, the duo is opening its first permanent store, a 1,000-square-foot unit at 250 Lafayette Street, between Spring and Prince Streets, in the heart of Nolita.
(...)
Moore, whose background is in fashion — he had created Knowlita, a lifestyle brand and creative agency in 2015 — said he and Eswein had known each other for a decade. Eswein cut her teeth in marketing and was the cofounder of Cycle Media, an “advertising-meets-talent” agency.
       
Glossy
Glossy Pop Newsletter: How New York or Nowhere built an iconic brand in less than 2 years
By Sara Spruch-FeinerNov 18, 2022
In 2011, Liz Eswein was among the first of her friends to get an iPhone, and then the first to download an app called Instagram. She tried to get the handle @Liz, but it was taken. The same goes for @LizNYC. Oddly, @newyorkcity was not. Today, that account has 1.5 million followers. It is also a crucial part of the marketing and brand identity of the cult favorite brand New York or Nowhere, which Eswein co-founded.
 
Eswein quietly launched the brand in 2020 with Quincy Moore, founder of the shuttered lifestyle brand Knowlita, which sold apparel and prints. “New York Or Nowhere,” the phrase, had been the IP of Knowlita and first appeared on that brand’s apparel. In 2020, it was spun off as its own brand with its own Instagram account, which now has 138,000 followers.
 
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Mixxtees.Shop
@Mixxtees_shop
It Will Always Be New York Or Nowhere T-Shirt
Get This T-Shirt >> https://mixxtees.com/product/it-will-always-be-new-york-or-nowhere-t-shirt/
(The saying is shown on a T-shirt.—ed.)
6:59 AM · Dec 8, 2022
 
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Mixxtees.Shop
@Mixxtees_shop
It Will Always Be New York Or Nowhere Mascot T-Shirt
Get This T-Shirt >> https://mixxtees.com/product/it-will-always-be-new-york-or-nowhere-mascot-t-shirt/
(The saying is shown on a T-shirt. There is an apple with a smile, and the letters “N” and “Y” for the eyes.—ed.)
8:30 AM · Dec 8, 2022
     
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Derrick Thompson
@GoKnicksGo69
IT WILL ALWAYS BE NEW YORK OR NOWHERE
From
NBA
(“New York or Nowhere” and “It will Always be New York or Nowhere” are shown on reverse sides of a hoodie, worn by Jalen Brunson of the New York Knicks.—ed.)
12:24 PM · Apr 28, 2024
 
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Im. Just. Jesse
@JScroggsl3ro
It will Always be New York or Nowhere
(The saying is shown on a shirt.—ed.)
4:57 PM · Aug 24, 2024
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Bluesky
Mary
‪@maryruthie.bsky.social‬
[Secret and light pool in New York City that reads “ it will always be New York or nowhere“
ALT]
November 16, 2024 at 7:06 AM
 
Bluesky
newyorkornowhere.bsky.social
‪@newyorkornowhere.bsky.social‬
It will always be New York or Nowhere ✨
November 16, 2024 at 11:47 PM
   
Bluesky
Terita
‪@terita.bsky.social‬
A day late and a dollar short. And if you want a refund you have to pay to ship it back. When I tell you I will NEVER order from MSG again? They on the list with Fanatics now.
[A black hoodie with the writing “it will always be New York or Nowhere”
ALT]
December 26, 2024 at 10:30 AM
 
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J.P. McDade
@jp_mcdade
The “it will always be New York or nowhere” merch is cringe garbage.
2:19 PM · Apr 7, 2025
 
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ZALES
@zalesone
“It will always be New York or nowhere” -
I might have to cop a piece at tonight’s game
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Yankee Stadium
@yankeestadium
Apr 14
Just added! Shop new apparel from New York or Nowhere as a part of The Yankees Style Collection presented by @Mastercard. Now available in the Yankee Stadium Team Store in Section 119 🙌
(“New York or Nowhere” and “It will Always be New York or Nowhere” are shown. on apparel.—ed.)
3:41 PM · Apr 14, 2025
 
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Picturestees Clothing
@picturesteesmer
FREESHIPPING Yankees It Will Always Be New York Or Nowhere Shirt
https://picturestees.com/product/yankees-it-will-always-be-new-york-or-nowhere-shirt/
(A T-shirt.—ed.)
9:58 PM · Apr 16, 2025

Bluesky
Robin
‪@tuesdaydreams.bsky.social‬
I honestly think it’s better when I don’t watch my beloved team…when I don’t or can’t pay attention they win. Anyway, it will always be New York or Nowhere. 🫠 #KnicksSky
April 19, 2025 at 9:59 PM
 
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girl paul bissonnette
@F0EGDADDY
add to cart it will always be new york or nowhere!!!!!!
(A hat is shown.—ed.)
8:55 PM · Jul 30, 2025
 
Bluesky
Sacha Judd
‪@sachajudd.com‬
it will always be new york or nowhere
[gentleman at the oyster bar in grand central wearing a tee that reads “it will always be new york or nowhere”
ALT]
September 8, 2025 at 1:15 PM
 
Bluesky
Chortle Marx
‪@sexomarxist.bsky.social‬
“New York Knicks or nowhere”
I don’t think this makes any sense
October 22, 2025 at 10:55 PM
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People for Bernie
@People4Bernie
Everything about this picture is weird.
The thumbs up.
Adam’s hat says “New York Knicks or Nowhere”
And this last weirdo is wearing an NFL hat to the Knicks game.
This just ain’t it. It’s not the future of New York.
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Andrew Cuomo
@andrewcuomo
21h
No better way to celebrate winning tonight’s debate than making it to the @nyknicks game in time for the 2nd half
10:02 PM · Oct 22, 2025
 
(Trademark)
Mark: NEW YORK OR NOWHERE
Trademark image
US Serial Number: 97136581 Application Filing Date: Nov. 22, 2021
US Registration Number: 6953099 Registration Date: Jan. 17, 2023
Register: Principal
Mark Type: Trademark
TM5 Common Status Descriptor: TM5 Common Status image
LIVE/REGISTRATION/Issued and Active
The trademark application has been registered with the Office.
Status: Registered. The registration date is used to determine when post-registration maintenance documents are due.
Status Date: Jan. 17, 2023
Publication Date: Nov. 01, 2022
 
(Trademark)
Mark: IT WILL ALWAYS BE NEW YORK OR NOWHERE
Trademark image
US Serial Number: 97136593 Application Filing Date: Nov. 22, 2021
US Registration Number: 6934942 Registration Date: Dec. 27, 2022
Register: Principal
Mark Type: Trademark
TM5 Common Status Descriptor: TM5 Common Status image
LIVE/REGISTRATION/Issued and Active
The trademark application has been registered with the Office.
Status: Registered. The registration date is used to determine when post-registration maintenance documents are due.
Status Date: Dec. 27, 2022
Publication Date: Oct. 11, 2022