NAYS goes New York
Four days between the Atlantic and the Lower East Side. A gallery where fishing meets fashion. And the beginning of a new chapter for NAYS.
As Frank Sinatra famously put it: “If you can make it there, you'll make it anywhere.” New York City has always been a city people dream about. So when it became clear that we were crossing the Atlantic, the excitement was huge – and so was the pressure.
Months of preparation led us to one address on the Lower East Side in September: 55 Delancey Street, New York City.
For four days, the 350-square-meter gallery became a meeting point for people from fishing, fashion, music, media, and New York’s creative scene.
No classic pop-up shop. No boring clothing racks. No product walls packed from floor to ceiling. New York isn’t that easy to impress – and we wanted to give our US kick-off the stage it deserved.
So we did what we’ve been doing since 2019: bringing fishing, outdoor, streetwear, and culture together.
First Cast : Open Water
Our event starts on the water, just off New York City. Around 30 invited guests – including anglers, artists, musicians, editors, and creatives like Masta Ace, Liim, and many more – head out to sea together by boat.
We fish, we connect. The catch goes straight from hook to plate. Catch and cook instead of catering. Shared time instead of Fashion Week choreography. And in a way that has our guests asking the captain not to head back just yet.
Later that evening, we come together for a seated dinner at Lure Fishbar, a New York institution when it comes to seafood. The perfect way to close out the day.
Together outside – united by water.
Second Round : The Gallery
Then we open the gallery.
Lifestyle imagery from the upcoming Fall/Winter Collection, shot in Toronto, meets images from the Lofoten Islands and Sweden, alongside visuals from the FirstCast universe. Fashion photography next to open landscapes. Technical outerwear alongside images from the water. City and nature not as opposites, but as parts of the same story.
In between: selected products displayed in glass showcases. Baits produced exclusively for New York and limited apparel releases.
The gallery isn’t about showing as much as possible. It’s about showing exactly what NAYS stands for: a brand for people who head out fishing in the morning and walk through Downtown in the afternoon – and see no reason to choose between technical outerwear and contemporary aesthetics.
Fishing is Culture!
NEW YORK, NEW YORK
New York wasn’t just a four-day showcase. It was the starting point for building NAYS in the US for the long run – with local partners, creative talent, shared events, and a community that showed us we’re exactly where we need to be.
The first connections have been made. The next ideas are already taking shape. And one thing is certain: this won’t be our last visit to a city that means so much to so many – including us.
Berlin born – New York activated – Worldwide connected.