The Spot: Belief NYC Goes from Queens Skate Shop to Global Retailer

Phil Gordon, his brother Raffi Gordon, and their friend Jimmy Collins had always known they wanted to start a clothing line. They planned to open up a boutique to introduce their brand and amass a following, but they had one problem: competition. With so many skate and streetwear shops in NYC, they knew they needed to find a way to separate themselves.

“Jimmy had been living in Astoria, where there really wasn’t anywhere to get skateboards, exclusive sneakers, and streetwear,” said Phil. Thus, in 2010, Belief NYC was open for business.

The shop sells apparel, skate decks, and accessories from Belief’s line, but they also bring in some outside labels, like ONLY NY, 10.Deep, and HUF. They also carry a healthy collection of sneakers, mostly skate shoes, from all the standard names. They plan to expand their in-store inventory in the spring.

But Belief has made some serious moves as a clothing brand on the come-up. You can now shop their gear at over 50 stores worldwide, and they’re continuing to grow both domestically and internationally.

Their designs keep things simple but interesting. A combination of conceptual graphics with avant-garde placements and earthy color schemes give the brand an ethos that pulls from both urban and suburban lifestyles. Their latest seasonal release took on a collection of crewnecks, tees, five panels, and windbreakers, all paying homage to NYC’s distinctive downtown skate scene.

Belief is deeply rooted in its community and takes advantage of its close proximity to Astoria Skatepark. Aside from being home to a well-rounded skate team, they also offer skateboarding lessons, and have hosted rap battles and album release parties.

“We like to think of ourselves as an outlet where we can not only show people what we’re interested in, but also allow the community to get involved.”

You can visit Belief at 24-01 29th Street in Astoria, NY, or shop their line at

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