Queens natives’ new streetwear brand captures the spirit of the ‘World’s Boro’
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One Queens couple started a brand to pay homage to people who fuel the world’s borough. Photo Courtesy of The World’s Boro
By Rachel Vick
After a lifetime in Queens, Edwin Morel and Michelle Castro felt a desire to uplift the borough that raised them, but seemed to be changing every day.
That determination inspired them to create a streetwear brand that captures the spirit of their hometown.
Enter The Worlds Boro.
They launched the bag and clothing company earlier this year. Their offerings showcase the diversity and energy of Queens, Morel said.
“We’re starting to see that while it’s the most diverse city in the world, that’s getting lost in corporate interest and gentrification,” said Morel, a Corona native. “We don't want it to get lost the way culture has been lost in Brooklyn.”
A few things galvanized their early efforts. First, there was New York’s new plastic bag ban. That helped them settle on their first drop: tote bags with the company’s graffiti-inspired orange logo. One bag is denim, with an orange satin lining. A second, now sold-out, is classic canvas.
Morel said the World’s Boro puts forth products that maximize function without sacrificing fashion. The designs are born out of a Queens sensibility combined with the duo’s diverse backgrounds spanning the arts, business and communication.
“We have a passion for preserving the community and are using our skill sets to be a voice, and are inspired by everything that’s happening.” Morel said. “I want to create something you can actually wear.”
“There are so many different people and when you really get to know your closest friends, even as different as they are they all have stories to tell,” he added.
Right now, they are working to release heavy hoodies designed to call out gentrification while keeping wearers warm. The hoodies are “a staple when you’re from the city because winter is brick,” Morel said.
“The slogan is ‘Stay out the neighborhood’ — emphasis on the hood part.” he added.
He called out the rise in wealthy transplants settling in neighborhoods close to Manhattan, like Astoria and Long Island City, who may not respect the broader borough of 2.3 million people.
“That’s all people know when they think of Queens,” he said.
Along with the new arrivals come new services, but higher property values and rents tend to prohibit long-time residents from sharing in the spoils.
“You want to benefit from it, but you see how many people are hurt by it,” Morel said.
Morel and Castro, from Maspeth, both juggle full-time jobs while managing the brand, to which they devote much of their free time.
For now, they are remaining patient and persevering through the production process. It’s more time consuming than expected, but Morel says they’re still having fun.
“It’s tedious sometimes but you have to find the joy, because the product ultimately makes the process worth it,” he said.
