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 covers  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 This Author

Known as the “fashion publicist’s most powerful accessory,” (San Diego Union-Tribune) and the “West Coast ‘It’ girl of fashion PR,” (YFS Magazine) Crosby Noricks put fashion public relations on the digital map when she launched PR Couture in 2006. She is the author of Ready to Launch: The PR Couture Guide to Breaking into Fashion PR, available on Amazon. Crosby spends her time managing PR Couture and mentoring fashion publicists through PRISM and Instappable, as well as the biannual NYC workshop, Fashion PR Confidential. Occasionally, she opens up limited consulting spots for emerging brands through her signature offering, The Brand Elixir.