Mishka is a diminutive of “Mikhail”, can be translated to “Little Bear” in Russian and happens to be the name of a streetwear company you should know about, especially if you like graphic art and cartoon eyeballs. Launched in 2003 by Ukranian expat Mikhail Bortnik and self-proclaimed toy nerd Greg Rivera, what began as a T-shirt line has grown into a lifestyle brand with shops in NYC, Tokyo and now in LA’s Echo Park neighborhood.

Catering to everyone from hip hoppers to goth rockers, Mishka NYC collaborates with artists and brands to create unique tees, baseball hats, watches, jeans, leggings, etc. as well as other artistic endeavors, including videos, event production, making Cyrillic even more cool and a whole lot more. Bold, bloodshot eyeballs are among their most recognizable designs, alongside the brand’s iconic, angry, crowned bear logo.

If all that wasn’t enough, the Mishka “Bloglin” keeps you plugged into the latest releases from underground and established musical acts with reviews, as well as other cultural happenings. Indeed, in its near-decade of existence, Mishka has become nothing less than a lifestyle brand.

Whether you’re visiting a Mishka store in LA, New York or Tokyo, you can expect to see purple neon, octopus chandeliers, tons of rare toys from Rivera’s personal collection and cool art gracing the walls. In addition to all the sharp gear, of course. The shops’ design aesthetic is like the clothes themselves: bold and memorable.

Keep your ears [and giant eyeballs] peeled for news from Mishka NYC – this is shaping up to be a big year for these guys, according to co-founder Greg Rivera:

“In 2012 we are going to continue to bring people really solid collections, including our Spring 2012 collection, which I think is one of our strongest to date. We also have a lot of great collaborations coming out including music releases, [as well as] artist and brand collaborations. Check out the Bloglin for everything that’s going on!”

Mishka LA: 1547 Echo Park Ave Los Angeles, CA 213-536-4234
Mishka NYC: 350 Broadway Brooklyn, NY 718-388-1725
Mishka Tokyo: 3-28-5 Jingumae Shibuya, Tokyo 150-0001 03-6447-2813

Words and photos by Zoetica Ebb (@Zoetica)