.imjasondiamond grabbed sandwiches with NewYorkNico and the unlikely food influencers of the extended Nicoverse, who've gained millions of fans by showering New York, its locals, and its businesses with the love they have always deserved
From left: Cugine, Lil Mo Mozzarella, Nicolas Heller, and Kareem Rahma. Photo: Lanna Apisukh It’s lunchtime on Graham Avenue just under the BQE at the edge of Williamsburg. This is the section of the neighborhood that’s still truly a neighborhood, where the vintage-T-shirt crowd lines up with the hard-hat crews and firefighters at Anthony & Son Panini Shoppe.
Heller has parlayed that success into a film, Out of Order, which recently debuted at the Tribeca Film Festival and chronicles the city that Heller’s social-media accounts celebrates: a New York filled with characters like the “street golfer” Tiger Hood and the rapper Gorilla Nems, where the action unfolds in bodegas and dollar stores. Nicoverse personalities have names like the Green Lady of Brooklyn or Charlie Da Wolf.
There is no grand media-takeover plan, they say, and entrance into the club happens organically. “Build your own shit, and if it’s meant to be, then it will happen,” says Sabino, another member of the extended Nicoverse, who as the owner of Anthony & Son acts as sort of a conduit between Heller and some of the local talent. “The No. 1 thing is not to ask.”
Cugine, Heller, and Mo checking the gram, probably. Photo: Lanna Apisukh Combined, Heller, Mo, Cugine, and Rahma currently have 1,687,200 followers on Instagram. Sabino’s personal account adds another 18.5K. Cugine is even more popular on TikTok, where he’s got 1.9 million followers who watch him try sandwiches and extol the virtues of “DC” .
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