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.