EAST VILLAGE — A new video series celebrating local businesses beloved by their communities will highlight several New York City entrepreneurs — starting with an East Village vintage shop known for its nostalgic appeal.
Media company Cycle on Monday will officially launch its new series “Local Love” with an inside look at East Ninth Street retro haven Mr. Throwback, which hawks 1990s-era jerseys, video games and toys to neighborhood vintage-lovers.
The filmmakers said the shop at 428 E. Ninth St. was chosen because “Mr Throwback” himself, owner Mike Spitz, embodies the spirit of the global but hyperlocal series, all about business owners who are giving to the community and turning a profit by pursuing their unique passions.
“We’re documenting people all over the world who do what they love and show love to their community, and really everything about Mr. Throwback is such a perfect example of that,” said Mike Mikho, chief marketing officer at Cycle, who had a hands-on role in the production of the video.
The store was brought to Mikho’s attention by an employee at Cycle who loved browsing the colorful sampling of retro sneakers and old-school knick-knacks, he said. The movie-makers knew they had found the embodiment of their company’s overall mission — to “authentically celebrate popular culture.”
“His store is a celebration of the past and present,” said Mikho. “He really embodies the sort of thing we want to talk about.”
“Mike pursues his passion. Mike is who he is.”
Mikho and his cohorts at Cycle hope the celebratory video series will help break through much of the snark-filled online content and provide browsers with what he believes they really want — positive stories about real people.
The next episode, currently in production, will highlight another New York City staple — 99-cent pizza parlors, where Mikho said wealthy businessmen can be seen dining alongside lower-earning locals who may truly need the unbeatable price.
The video will take a look at the owners of the shops, said Mikho, unveiling why they give out hot slices at such a low rate — and how they can afford to do so.
Check out the first installment of "Local Love," set to officially launch Monday on Cycle's website, below.
