October 04, 2012 10:18 ET

New MOSCOT Originals Campaign Pays Tribute to Seven Individuals Who've Helped Define New York City's Historic Lower East Side

NEW YORK, NY--(Marketwire - Oct 4, 2012) - MOSCOT, a New York City institution renowned worldwide for its iconic eyewear -- The MOSCOT Originals, MOSCOT Spirit, and MOSCOT Sun Collections -- launched its 2012 Fall/Winter MOSCOT Originals Collection today with a nod to the Lower East Side denizens and multigenerational family businesses that helped build New York's culturally rich Lower East Side.

Encapsulated by the theme "Living History," MOSCOT celebrates the Lower East Side's past, present, and future with the help of Billy Lerory, Niki Russ Federman, Mark Miller, Marty Katz, Aaron Gross, Marilyn Blumengold, and Theodora Moscot -- each charged with the awesome responsibility of preserving history and carrying it forward.

All are inextricably linked to the history of the Lower East Side through diligent preservation work, or as leaders of fourth and fifth generation family business still thriving today -- rather remarkable given a mere three-percent of family business survive into the fourth generation and beyond -- a statistic made even more incredible considering each operates within a few city blocks of one another... MOSCOT included.

The campaign, which was created in house by the MOSCOT team, and conceptualized and photographed by MOSCOT Co-President, Wendy Simmons, was photographed throughout the Lower East Side: Niki Russ Federman at Russ & Daughters; Mark Miller at The Mark Miller Gallery and on Orchard Street; Marty Katz at M. Katz & Sons Furniture, and at Beauty and Essex, where his original shop was housed; Billy Leroy in his whimsically decorated apartment; Aaron Gross at Streit's Matzo Factory; Marilyn Blumengold at The MOSCOT Orchard Street shop; and Teddy Moscot at Les Enfants Terrible, an LES mainstay.

The MOSCOT Originals Campaign launches worldwide October 4, 2012, along with seven new MOSCOT Originals styles. The campaign will be featured in MOSCOT marketing and advertising campaigns worldwide.

Introducing the MOSCOT definition of LIVING HISTORY:

Billy Leroy, Proprietor of Billy's Antiques and Props, has been turning one man's trash into another man's treasures (and woman's) from his tent on East Houston Street for over 30 years. His relentless discovery, preservation, and redistribution of LES treasures have made him the de facto curator of the Lower East Side, and by extension, a preserver of its history.

Niki Russ Federman is the Fourth Generation Owner of Russ & Daughters, which has been serving up traditional food and an old school New York experience from the same spot on East Houston Street since 1914. The business Joel Russ began from a pushcart in 1907, catering to throngs of Jewish immigrants settling into the Lower East Side, Niki keeps alive nearly a century later, serving specialty foods to throngs of New Yorkers and tourists each day.

Mark Miller is President of the Lower East Side BID, a non-profit economic development organization dedicated to revitalizing the Lower East Side -- fitting for a man whose family has been revitalizing abandoned space in the LES since the late 1800s. As a stalwart supporter of the LES' future, his most recent cause is the transformation of an abandoned trolley terminal into The Low Line Park -- a bold, cutting edge below ground park that uses solar technology for natural illumination.

Marty Katz is the Fourth Generation Owner of M. Katz & Sons Furniture, a fixture on the Lower East Side. A five-generation family-owned and operated furniture store, Meilich Katz sold his first piece of furniture out of a tenement building in 1906. A century later, their Essex Street building, with its iconic old-world sign still towering above the street below, now houses one of the City's most popular restaurants, while six blocks south, Marty keeps his family's legendary business going strong.

Aaron Gross is the Fifth Generation Owner Operator of Streit's Matzo Company, which has been baking delicious matzo from the same ovens on Rivington Street in the Lower East Side for over 80 years. Aaron's great-great-great Grandfather, Aron Streit, and his wife Nettie first began making matzo by hand in 1916, before opening up their "modern" bakery that great-great-great grandson, Aaron oversees today -- which happens to be the only family-owned and operated matzo company in the United States and the only operational factory on the island of Manhattan.

Marilyn Blumengold. To simply say she is a MOSCOT employee would be the understatement of the century. Marilyn -- of Flatbush, Brooklyn -- bought her first pair of MOSCOT glasses at age six. Her sister was a MOSCOT receptionist, and her family, loyal MOSCOT customers. Marilyn joined the "MOSCOT Family" at age 15, working as a cashier girl at our Orchard Street shop -- summers and Sundays only. Forty-plus years later, Marilyn still graces the Orchard Street counter, now as our most seasoned, and spectacularly smart Frame Fit Specialist. She is the one to see about glasses.

Theodora Moscot, the third generation matriarch of the Moscot family, and Joel's wife... and Harvey's mom. She's a firecracker and an inspiration to everyone who knows and loves her.

For samples and/or high-resolution photos, or to speak with MOSCOT executives, please contact Bahareh Ebrahimzadeh at Vendeloo Inc., 718.522.9873, or via email at

MOSCOT is a New York City institution renowned worldwide for its iconic eyewear -- The MOSCOT Originals, MOSCOT Spirit, and MOSCOT Sun Collections. MOSCOT infuses its unmistakably refined, downtown aesthetic with nearly 100 years of eyewear expertise and unparalleled craftsmanship to create its timeless eyewear. While now recognized as a global fashion brand, MOSCOT remains, at heart, a neighborhood optical shop.

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