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How Global Streetwear Brand Mishka Deals with Negative Comments on Social Media

Mishka is a popular clothing brand based in New York City that was started by Greg Rivera and Mikhail Bortnik in 2003. Originally a t-shirt company, Mishka has grown into a global streetwear brand with stores in New York, Los Angeles and Tokyo. Their success is owned in large part to developing a cult following and engaging that following with social media. For example, the Mishka blog coversĀ  streetwear, art and music, with 50 different bloggers posting 8-10 times a day. The blog gets 8-10k unique visitors a day and over 200,000 unique visitors a month.

In the latest Grovo Expert Series, a recurring webisode of live-action interviews that shed light on the evolving world of Web 2.0 and viral branding, Greg explains how his t-shirt company has used social media, including blogging and Twitter, for company success.

In the series, Greg explores:

  • Creating a Web Presence
  • Cult Following
  • The Power of E-Commerce
  • Driving Traffic Through Social Media
  • Dealing with Negative Comments
  • Social Media Editorial Calendar
  • Staying True to Your Brand

Check out the trailer or view the entire series.

About the author: Crosby


Known as the "fashion publicist's most powerful accessory," (SD-UT) and the "West Coast 'It' girl of fashion PR," (YFS Magazine) Crosby Noricks is a brand strategist, author and founder of PR Couture. Crosby was included in the iMedia 25 Class of 2012 Internet Marketing Leaders and Innovators, and enjoys helping fashion and lifestyle brands connect with their audiences in meaningful and creative ways.

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Meet Crosby Noricks

Hi. I'm Crosby, the founder of PR Couture and a fashion brand strategist. I care about supporting and celebrating fashion publicists as well as helping companies connect with their audiences in more meaningful ways. Recently, iMedia included me in their annual list of 25 Internet Marketing Leaders and Innovators, along with people from Starbucks, Twitter and Volkswagon, which I think is pretty neat. Like Elle Woods, I am a Gemini-vegetarian (that's about where the similarities end). Let's connect: Check out my full bio, Brand Elixer sessions or shoot me a note.