Photos and reporting by Stacie Joy
Last Tuesday, Star Food Mart & Deli on Avenue C and Fourth Street — going for the day as the Corteiz Mart & Deli — was the scene of a highly anticipated drop for the Corteiz x Nike Air Max 95 collab.
The event, driven by social media, drew a big crowd of sneaker fans/collectors/sellers — as well as the NYPD.
Of all the corner delis citywide, how did this "bubbling British streetwear label Corteiz" (per Complex) end up here, even prompting a visit by in-demand founder Clint 419?
Current Star Food Mart management said the previous business owner here (when it was Alphabet City Deli) was somehow tangentially known to someone on Rihanna's team. She chose that spot for a 2017 photoshoot for Paper.
Since then, the employees explained, they have been on "a list" for photoshoots.
The drop seemed tailor-made for the Corteiz brand that "has employed unconventional guerilla marketing tactics to capture hype and allure unseen within streetwear in some time."
The Nike team was onsite on Avenue C before this, providing security for the arriving fans. (Still, there were reports of some altercations among a few people in the crowd, prompting the NYPD visit. No arrests were made.)
Shoppers with the designated wristband were allowed inside one at a time and given a "true deli experience" by getting to nab their sneakers through the plexiglass window...
The Star Food Mart employees worked at Corteiz Mart & Deli until 5:30 p.m., when the last sneakers were dispensed.
11 comments:
"The Nike team was onsite on Avenue C before this, providing security for the arriving fans." - I saw 3 guys in street wear with construction worker style jacket on, handling the not that long line. Oh yeah, and there were like 3 metal barricades to help them.
Thanks Stacie for always being on the scene - that dude in the pink jumpsuit looks pissed off
I worked on this shoot and it was a really tight fit for the crew. We were all bouncing off each other trying to make the angles work and not be in any of the reflections. Rhianna was a great celebrity to work with as not all of them are.
Good stuff! Great for the owners and good for the neighborhood
Ooh, sneakers that you buy, not to wear, but to re-sell for $5K online - is this a great neighborhood or what?
Do they have chopped cheese here? Does anyone know which deli in the EV that sells a chopped cheese? I go all the up town for it. And yes if you never had one you have to try one. And no it is not new york’s version of a philly cheese steak. Two completely different sandwiches.
They're under new management right? this used to have the BEST sandwiches until like... the start of 2023 honestly. Now they cut their menu and honestly it's not really that good anymore. Also the old sandwich guy is gone. really sad. I didn't know what I had until it was gone.
Few delis on Ave C do chop cheese, but they're not that great, to my opinion.
The Stuyvesant Gourmet Deli on A & 14th
Believe it or not, there's a small stand at Yankee stadium that does a pretty good chopped cheese.
If you're willing to go south, the deli on the northeast corner of Clinton and Henry has them.
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