Night Life

Mike Cherman is the humble, passionate millennial behind New York based ICNY, a reflective-wear brand propelled onto the scene out of blood, asphalt and speed. ICNY specializes in delivering product that reduces the impact that a cyclist has on windshields, essentially goods that have 3M reflective materials in strategic areas to alert drivers of their location. Each product captures the spirit of Mike’s authenticity and personal signature in the silhouette, use of materials and functional features. After reading countless interviews and speaking with him, I couldn’t help but realize that life genuinely wants this guy to succeed. It also helps that his first retail account was Colette and now the brand is in over 250 retailers. He’s been focused on his purpose since he was sixteen and has had some fortunate breaks, disasters and most importantly a self-made learning curve that has equipped him with the creative intangibles, confidence, optimism and good vibes. I’ve been proven that it’s rare to come across individuals who embody the wit, tenacity and creative potential to sustain their velocity but Mike Cherman has all the right pieces to follow through on his American Dream.

What drives ICNY?

“I’m working everyday to push forward in other areas. Whether I’m working through feedback from clients or in the studio focused on product, the one thing that continues to drive me is the fact that I want the brand to be at the forefront of innovation. I’m aware of the amount of time and effort it’s going to take, but I know ICNY can do and be better. I need the fans, future customers and critics to know that we are doing everything we can to continuously serve up the most functional product equipped with distinct features.“

It was only after speaking with Mike did it finally dawn on me what the hidden optical influence that ICNY product creates and the brands aesthetic encompass, Dsymmetry. The flash of disruption within dark space triggers awareness that amplifies focus. Without being a hyper focused technology company or targeting innovation directly, ICNY has evolved into being one of the few distinct brands delivering authentic performance product in sportswear. 

How do you deal with sharing new ideas?

"Sometimes I'm scared to share and even though they are credible sources, I feel like they are going to turn around and rip my idea off, so I stop myself before opening the conversation. But then I'll go to conferences like IDF (Intel's Design Forum) and openly collaborate with design professionals that specialize in new advancements throughout wearable technology, textile science and other various industries. You just got to be smart enough to know who you're using as a soundboard."

Collaboration means more than just producing a joint product but tapping into the distinct knowledge, creativity and optimism of each other to charter new grounds in design and strategic thinking. I think as an industry activewear, sportswear and streetwear could do a better job of utilizing one another's real resources to produce state of the art results that shatter the norm and raise the bar.

What do you think of Wearable Technology?

"I think it's the coolest thing in the fuckin' world! I don't know that the vast majority of people in the world understand what wearable tech is, why it exists or how it's going to work but it's the same scenario as when the smart phone was introduced. We're at the stage similar to when the flip nokia came out and everyone thought it was a cooler phone to call someone with and fun to play snake. The reality is it's going to get better, faster and drastically more intelligent. In regards to performance textiles, that shits only going further. The use of science is going to take fiber properties to the next level to the point where the fabric can actually think, it's so coming people don't even realize it.

Adding My response…

What are your thoughts on the current education system?

"I think the current model is outdated. These days not everyone learns the same and the restructuring of the current model is long over due. Use your creativity to think up of a solution, use initiative to bring your idea to life then use common sense to integrate it into your daily life. It's you teaching you not teachers teaching you. The rest will come, just stay in your lane."

Like most introverts, reality seemed to be the best form of education for Mike. When you track the pivotal points in his development as a creative, being kicked out for distributing shirts in high school, dropping out of Parsons in college, to getting arrested for attempting to grab the attention of Streetwear icon Jeff Staple as an early adult. All experiences contributed to laying the foundation in giving Mike the confidence to branch out and establish ICNY. One of the main checkpoints after his world was crushed when Jeff Staple offered him an internship instead of a job was when Nike came calling with a positing at their Bowery Stadium store a few days later where his relationships with other industry creatives blossomed. When the shop closed, Mike made the best of this opportunity by purchasing some of the machines and moving in LQQK studios in Brooklyn doing freelance projects full time. From the relationships he was able to spark in those short few years with other talents, design technicians and members of running clubs in Copenhagen. London and Japan he began to give prototypes of ICNY to get the brand rolling.  But he assured me that he didn't start ICNY as a brand but merely it was the result of creating a solution for his personal need.

What are some of the biggest challenges that face you as a Millennial creative?

"Communication. First, communicating the brands messages seamlessly throughout multiple channels while not loosing momentum. Second, knowing when to step up and fight for details on a project, especially when the brand isn't getting the necessary attention from partners. Then there are times when you need to compromise to get your product out; you need to realize that some decisions are out of your control. Voice your concerns to the people that need to hear and move forward. Do not hesitate to call anyone out when that are messing up because at the end of the day that project is an extension of you. Third, realization that other brands are taking notice of the noise you are making so being mindful and humble of adopted aesthetics is the nature of the game."

Adding My response.

What's the biggest problem within the culture of sportswear?

"No one likes to give credit where credit is due these days. I took a 3M material and made it a pillar of the brand, integrating it within my collection at a time when no major, boutique or start up brand was doing it. Sure the technology has been around since the early eighties but ICNY amplified it and made it relevant again. "

Adding My response..

"I don't want to party with you, I want to have dinner with you" This statement that spoke volumes about his character. His purpose is real, his objectives are dialed in and the dedication to putting in the time to bettering himself and ICNY is evident. Mike is the type of person you want leading your team, his mind is moving quicker than his pedals and his objectives are clear, he strives to be better and his results prove it.

Writer: Adrian Curiel // Photographer: Paulsta Wong

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