Mishka NYC[1][2][3][4] is a streetwear company and record label currently headquartered in Los Angeles, California. It was established in 2003 by Mikhail Bortnik and Greg Rivera in Brooklyn, New York.[5] Featuring bright colors and grotesque but playful cartoon imagery, the brand designs T-shirts, hats, sweaters, and accessories.[6] Mishka NYC's most notable design is the "Keep Watch" eyeball and the "Bearmop" logo, a cartoon bear.[7]