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.)