The "New York City Cowboys" merchandise campaign celebrates the unique spirit of Gotham Burger Social Club — a Western-inspired oasis in the heart of Manhattan. Born from Mike Puma’s vision, Gotham reflects a love for both the energy of New York City and the soulful, rugged allure of the desert. This campaign isn’t just about apparel — it’s about creating a badge of honor for those who understand and cherish what Gotham represents: a moment of escape, a chance to wind down, and the shared joy of an incredible meal. We drew inspiration from the bold typography of vintage Western film title cards and the authentic spirit of Western-inspired apparel, reinterpreting these elements through a modern, clean lens. The result is a design language that bridges the grit and soul of the Old West with the polished, urban sophistication of New York City. The campaign’s development was a deeply collaborative process. Together with Mike, we explored what it truly means to be a part of Gotham — capturing its essence, its roots, and the unique connection it fosters with its community. The resulting designs are more than merchandise; they serve as a tangible reflection of Gotham’s dual identity as a city staple with a desert soul, inviting everyone to carry a piece of that spirit wherever they go. "New York City Cowboys" is more than a collection — it’s a celebration of the Gotham experience. Whether you’re savoring a burger or exploring the city streets, this campaign embodies the intersection of city life and the call of the open desert.