From Rats to Chopped Cheese, Here's At The Moment's Ode To New York
Highsnobiety's Neu York is a multi-media celebration of the Big Apple. Explore everything happening here and shop the collection from September 8, online and in-store.
"Our north star is not to take the graphics too seriously because, at the end of the day, it's just a T-shirt," says John Kim, the co-founder of clothing brand At The Moment, over a video call. Specializing in graphic tops, the brand's dedication to not taking itself too seriously can be seen in the sheer range of designs it creates.
From mid-century furniture to ranch dressing, the label has a tongue-in-cheek graphic top for almost every topic — all casually photographed against a grey concrete floor for its highly engaged community on Instagram — and its latest designs arrive in collaboration with Highsnobiety.
We've teamed up with the brand as part of Neu York, a multi-media celebration of our second home, creating three T-shirts and a hoodie that illustrate the best and the worst of The Big Apple.
Available to shop from September 8, the drop consists of T-shirts dedicated to New York's ever-present rodents (AKA rats) and two of the city's signature culinary delights: hot dogs and chopped cheese sandwiches.
A grey hoodie rounds off the collection, paying homage to the Flatiron Building, a central part of New York's iconic skyline that's easily identified by its triangle shape.
"At The Moment is an ongoing database of ideas," says Kim, with our collaboration being the latest to join that database. "We have this whole audience on Instagram that will comment [on our posts] and say, 'Hey, could you make this?' We're like, 'Yeah. Why not?'"
This unconventional, laid-back approach informed the brand's name ("We make whatever we want to make, at the moment," explains Kim) and it makes for some refreshingly well-humored tops.
Keep Scrolling To Shop At The Moment x Highsnobiety
The At The Moment x Highsnobiety collection will be available to shop from September 8, online and in-store at our New York pop-up store (located at 21 Greene Street, New York, 10013). The release is part of Neu York, Highsnobiety's multi-media celebration of the Big Apple.
