
Chamberlin, the most authentic street brand in New York City, announced the it is re-releasing its best selling sweater on-line. But the story has more to it than just that. The Stabby Sweater, was originally created in 2021 as a Halloween drop for the brand’s on-line store. But to Chamberlin’s Founder and Creative Director Joe Millman’s dismay, it only sold 1 unit. He was sure he had a hit on his hands when he posted the sweater.
But… crickets… literally… only one unit sold.
Joe felt something was amiss as everyone who saw the sweater loved it. So, not to be daunted, he “went back to the drawing board” as he recalls it. He slightly adjusted the color way, added distressed ribbing at the hem, cuffs, and collar, doubled the knit weight, and adapted to fit to me more cropped and boxy. He also confected the piece out of extremely heavy weight, 100% organic cotton that gets softer and cozier with every wear.

Cautiously, he added the restyled Stabby Sweater into his product mix on the street side tables around the city that the brand calls their “stores” and the style became a best-seller literally over night. Now in the style’s 4th restock, Millman says he “literally can’t keep them in stock. All of the sales have come from in-person pop-ups and our tables at flea markets around NYC… still only one unit has sold on-line.”
That’s about to change.
Joe and his team have decided to make the best-selling style the anchor of the brand’s Summer 2025 range by featuring it in Chamberlin’s first extensive marketing campaign. The centerpiece of the campaign is a short film, shot entirely on old-fashioned 8MM and 16MM movie cameras. He even rented a vintage red 1965 Mustang which matches the red in the Stabby Sweater’s heart to the proverbial “T”.

The other new element making its debut on the latest release of the Stabby Sweater is the reworked main label and the logo “C” that is embroidered at the center back neck line. The label was inspired by the Long Island City neighborhood where Joe spends so much time while working on the Chamberlin brand.

Why the sword through the iconic red heart and why the film? “The motif on this sweater represents an accurate representation of every New Yorker’s love hate relationship with the city,” says Millman. “The film, called “Roses & Flip Phones’ was shot on film for the grit and visual texture lacking in the perfect output of the new digital realm. It will be released in 4 parts, and is heavily influenced by the book ‘The Atmosphere of Crime’ which perfectly encapsulates our brand’s image… showing we are not afraid to color outside the lines.”
Millman notes that, “The Stabby Sweater is our highest demand piece that has never been released online. We have had to push back the online drop a few times because it keeps selling out in person.”
We think you can all agree… the old sales history of one on-line sale is about to be blown out of the water!


The Chamberlin “Roses & Flip Phones” Film is releasing soon… stay tuned… we’ll let you know.
For press inquiries, interview requests, sample requests or
additional information please contact:
R. Scott French
VERY New York
917.816.0665
scott@verynewyork.com
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