Brooklyn has a global status as a capital of cool, and there's been an explosion of Brooklyn-branded merchandise across the world. But many of these items have no connection to the borough. NY1's Jeanine Ramirez reports as part of her series "Branding Brooklyn."
They bounced into Brooklyn nearly three years ago with an urban vibe and the borough's name across their chests.
"It's so cool to be associated with Brooklyn, and often times, that's why you'll see product that only features the Brooklyn logo, the Brooklyn word mark because Brooklyn resonates globally," said Tyrel Kirkham, vice president of global merchandising for the Brooklyn Nets.
The Brooklyn focus worked. Sales of team merchandise surged from last in the NBA when the Nets were in New Jersey to the number four spot.
The Brooklyn brand is exploding. From soda and spirits to pickles and popcorn, companies are rushing to cash in on Brooklyn's new cachet. Like the Brooklyn Boot Company, with 80 factory workers assembling high-quality footwear. The company calls its boots artisanal, like Brooklyn.
"We enjoy how the Brooklyn people are very eclectic, and we figured Brooklyn would work well with what we wanted to do," said Scott Hagen, brand manager with the Brooklyn Boot Company.
Except Brooklyn Boots aren't made in Brooklyn. The factory is in Martinsburg, Pennsylvania, a half-day's drive from the BK.
The clothing company Brooklyn We Go Hard isn't even in the United States. It's in Paris.
Branding experts say businesses are trying to connect to what Brooklyn now represents.
"It definitely has younger, hipper appeal than other parts of the country," said David Graff, president of SunGate Partners. "When you think of Brooklyn, you think of something cool, hip, edgy and today. You think of innovation, style."
Brooklyn Tea Company takes its branding a step further, naming its blends after Brooklyn neighborhoods, from Bay Ridge Moroccan to Park Slope in the Afternoon. The tea is imported and packaged on Long Island. So why call it Brooklyn Tea?
"It's kind of built a broad appeal of what it means, what Brooklyn means," said Ken Levy, owner of the Brooklyn Tea Company. "People are selling the brand Brooklyn as a lifestyle."
In Florida, they're selling Brooklyn-branded bagels. In South Carolina, Gretch manufactures Brooklyn drums. Yes, for the Brooklyn brand, the beat goes on.