NYKRZ: The Story Behind the Brand

NYKRZ (New York Kids Real Zealous) was born from the streets of Harlem, where individuality and self-expression aren’t just encouraged—they’re necessary.

Founded by Isaac “IKEY” Reeves during his early years as a student, NYKRZ was more than just a clothing line—it was a movement. The brand was a reflection of the diverse cultures, vibrant art, and relentless hustle that define New York City, embodying the spirit of kids who grew up navigating the concrete jungle.

NYKRZ represented a generation that refused to be put in a box, blending streetwear aesthetics with artistic undertones and bold messaging. Each piece was an act of rebellion against the ordinary, designed for those who saw fashion as more than just something you wear—it’s something you live.

The designs were inspired by the city itself—its graffiti-filled walls, its eclectic music scene, and the unique way that fashion became a form of language for the people living there. NYKRZ was rooted in personal storytelling, with every garment designed by IKEY to reflect his own experiences growing up in Harlem and navigating his journey as a young creative.

Though the brand’s run was short-lived, NYKRZ left a lasting impression, paving the way for IKEY’s future projects in art and design. It was the beginning of something bigger—an introduction to the world of artistic expression that would eventually lead to collaborations with global brands like Reebok and the creation of the Duality project. The spirit of NYKRZ lives on in IKEY’s work, a testament to staying true to your roots while continuing to push creative boundaries.

Through NYKRZ, IKEY discovered his passion for merging fashion and art, setting the stage for everything that would follow. What began as a simple idea evolved into a brand that spoke to the dreamers, the hustlers, and the kids of New York, who were real and zealous in their pursuits.

This section captures the essence of NYKRZ as a brand, tying it into IKEY’s larger artistic journey while highlighting the themes and inspirations that defined it. It engages the audience by connecting the story of NYKRZ to the broader cultural landscape of New York City and IKEY’s personal evolution as a creative.