I’ve lived in New York City for over a decade, but like everyone else, I started out here as a tourist. I’ve bought the obvious souvenirs, the disappointing ones, and a few things I still wonder why I ever carried home. Somewhere between then and now — after years of living here and scrolling past accounts like @WhatIsNewYork, @SubwayCreatures, and @NewYorkers — I learned what actually feels like New York. The city has a very specific energy, and not every product gets it right. Some gifts feel lazy. Others feel spot-on. This guide is a curated mix of the ones that work — the New York–coded finds that go beyond the basics and are actually worth buying, gifting, and keeping.
Ethan Barber
Ethan Barber could teach a masterclass on turning stunning photography and a strong Instagram following into must-have merch. For six consecutive years, his New York City calendar has showcased his favorite captures of Manhattan’s iconic buildings, historic streets, and breathtaking architectural vistas, and the latest 16-month edition features original photos from each season of the past year. Fans can also grab a limited-edition autographed poster from the Top of the Rock, a classic New York, New York tote bag made from durable cotton canvas, or the New York City crewneck in grey with navy text. You can also purchase his presets to try to master your own craft.
Danny Cortes NYC Miniature Artist
I was lucky enough to meet and interview Danny Cortes, a Brooklyn-born Miniature Artist / Set Designer, and he is amazing! Danny creates miniature dioramas that capture the gritty soul of New York City. Inspired by his childhood and the 90s NYC streets, he became fascinated with the tiny details in toy playsets like G.I. Joe and Transformers—and started building his own scenes using everyday objects. Danny has a talent for turning the things we see every day—gum stains, stickers, rusted gates—into mini masterpieces. Some of his most memorable pieces include mailboxes, telephone booths, iceboxes, fire hydrant and more. He’s always dropping new work and creating custom pieces on the regular, and he’s amassed an incredible fanbase with over 2 million followers on Instagram. His dioramas take you on a gritty, romantic journey through the New York most of us walk past without noticing.
New York or Nowhere
“New York or Nowhere” is what I mutter to myself when I’m headed back to NYC excitedly, sitting at my favorite restaurant, or even crying on the subway—it somehow fits every mood. Founded in 2020, New York or Nowhere (NYON) is a lifestyle and apparel brand inspired by the energy of the greatest city on earth, with a flagship store in Nolita and locations in major airports. Its bold, instantly recognizable logo has captured fans from Brooklyn to Berlin, and ongoing partnerships with the New York Knicks and the TCS New York City Marathon continue to expand its reach. The brand keeps growing with additions like knits, socks, varsity jackets, alongside its capsule collections and best sellers, making it the go-to choice for anyone who loves—or dreams of—the city that never sleeps. It’s also the perfect gift for locals or visitors, offering a statement that’s effortlessly cool and subtly iconic.
We Love NYC Collection – Merch with NYC Attitude
Founded several years ago, the We ❤ NYC Collection is a love letter to everything that makes New York City unmistakably itself — the chaos, the charm, the grit, and yes, even its rat population. This year’s second iteration, in partnership with Subway Creatures, takes that cheeky energy to the next level with a lineup of cult-favorite collectibles, T-shirts, tote bags, and more. And then there’s Ratbubu, the city’s tiniest, cheekiest, most mischievous icon — a golden rat with enough personality to steal any scene. He’s been spotted in hilarious NYC adventures on Instagram, perfectly capturing the city’s humor, resilience, and playful absurdity. Alongside him, you’ll find the Legal Cocaine mug and plate set, the Holey Cheese Candle, and even silicone Trash AirPods, each piece handmade, quirky, and overflowing with personality. The collection is a perfect gift for anyone who loves New York in all its messy, magical glory — a little chaotic, a little irreverent, and 100% unmistakably NYC.
Intuitive Creations by Sara B
I’m a massive Broadway fan, so I was especially drawn to Intuitive Creations by Sara B inspired by the theater district of New York City, featuring iconic musicals like Wicked and Hamilton. I first discovered her at the Bryant Park Market, and the vibrant color schemes of her paintings immediately caught my eye. Her Starry Night in the City art poster captures the magic of New York nights, blending swirling celestial tones with the energy of the city skyline, while her theater-inspired pieces celebrate the excitement and glamour of Broadway. Printed on premium semi-glossy paper with enhanced colors and a subtle shine, the prints are built to last, resisting fading from light or moisture. These works are perfect for gifting to a New York or theater lover—or as a statement piece to bring color, creativity, and a touch of the city’s magic into your own space.
Soaps for Sinners — NYC-Inspired Candles & Perfectly Imperfect Soaps
For a gift (or treat for yourself) that instantly adds cozy, stylish vibes, Soaps for Sinner’s 8oz colored candle tins are a must. Hand-poured by a female-owned brand in Little Falls, NJ, these candles feature New York–in-winter scenes on their tins and scents that capture the city’s energy — from the bold, main-character vibes of “Metropolitan” to the crisp, evergreen freshness of “Evergreen Empire” and the smoky, fireside warmth of “Guilded Ember”. Lightweight and durable, perfect for travel, the office, or any corner of your home, each tin delivers a long-lasting, clean fragrance and warm candle glow. Made with 100% American-grown soy wax, lead- and zinc-free wicks, and paraben- and phthalate-free fragrance oils, they burn up to 50 hours, offering a chic, thoughtful way to bring a little slice of New York into any space. And for a playful, sustainable touch, their Perfectly Imperfect Soaps are a half-pound mix of trimmings and end cuts from small-batch production — just like living in New York, things can be perfect but a little wonky. Each soap comes in assorted scents and textures, helping reduce waste while giving your body, soul, and carbon footprint some love. Both the candles and soaps are stylish, fun, and unmistakably New York, perfect for gifting or treating yourself to a little urban luxury.
Courtesy of Soaps for Sinners
Spirit Jersey
For me, a Spirit Jersey is the ultimate souvenir from trips to Disney World, the beach, or other iconic destinations I want to remember. Oversized, Comfortable, and full of Memories I started with the Disney 50th Anniversary Spirit Jersey and immediately knew I needed more — which led me to my favorite: the New York Painted Cityscape Classic Spirit Jersey® Just because the company is “jersey” doesn’t mean it doesn’t understand New York City. From towering skyscrapers to timeless landmarks, every detail reflects the energy and culture and it’s displayed across your back! They also have another fit that perfectly captures the city that’s been setting trends since 1624 — where timeless meets unstoppable. It features dropped shoulders, long cuffed sleeves, a banded hem, and a boxy, relaxed shape, plus the classic flag label at the side. Made from 100% cotton fleece, it is built to last. I’ve already washed my Spirit Jersey clothing many times, and it always holds.
Wanderlust + Co — Jewelry for Dreamers and New York Lovers
Jenn Low, the founder of Wanderlust + Co, has a lust for life, jewelry, and making people feel beautiful, and it shows in every piece from Wanderlust + Co. Her new Bleecker Street store, her first in the U.S., even had her flying in from Asia just to meet New Yorkers excited to shop — to me, that feels really special. She also sold me! I stopped in to just browse and left with two pieces. The brand clearly knows how to create statement pieces that scream New York, like the playful Pizza Slice Gold Necklace, made in partnership with Rubirosa, a New York City staple, featuring pavé-studded pink gemstone “pepperoni,” as well as the nostalgic Pretzel Gold Necklace and the festive Beaded NYC Cab Bag Charm. They also offer custom jewelry, where you can add your favorite NYC charms to create a piece that’s uniquely yours. All pieces are sustainably made, hypoallergenic, shower-safe, and crafted to last, and they’ve even caught the attention of Gigi Hadid, Selena Gomez, Jessica Alba, and Kendall Jenner. Whether you’re treating yourself or gifting someone, these pieces feel whimsical, bold, and unmistakably New York — a perfect mix of style, fun, and heart.
Mure + Grand
I first came across Mure + Grand in South Street Seaport, and it was impossible not to be sucked in — the pink storefront is mesmerizing, and once inside, it feels like a treasure trove of cool-meets-classic pieces and one-of-a-kind items. Since then, I’ve stopped by several of their locations, including holiday market booths, and they’re always packed with New Yorkers and visitors hunting for stylish, New York–centric items One of my personal favorites has to be their cardigans — I own the blue one covered in taxis and coffee cups, the perfect statement piece that says I love New York without trying too hard. Beyond cardigans, their jewelry, sweatshirts, keychains, and other apparel are playful, practical, and iconic — perfect for gifting or keeping for yourself. Founded by Emily Guggino, Mure + Grand™️ is a woman-owned, New York–based brand built on love, kindness, and celebration, curating seasonal collections that combine timeless classics with trend-forward designs while supporting diversity and inclusivity through hiring and collaborations. Whether you’re treating yourself or hunting for a gift, Mure + Grand captures the energy of the city in a way that’s stylish, personal, and just a little magical.
