, better known as @NewYorkNico. “I feel like New Yorkers won’t let New York die,” he says. The born-and-bred New Yorker is known for his Instagram that chronicles the banal to outré daily habits of the city and its denizens.
While Heller shines light on New York’s people, he also focuses on small businesses. During lockdown, while many small businesses experienced a heavy lack of foot traffic, Heller has been telling their stories to his nearly half a million followers. In the mix has been the Saigon Vietnamese Banh Mi shop on Broome Street, the family-run film development store Bleeker Digital on Bleeker Street, and, of course, the beloved 24-hour Ukrainian diner Veselka on 2nd Ave.
Since COVID-19 Heller has also launched several fundraising campaigns. In the past few months, he’s launched Best New York Mask, a design contest to create, well, the best New York mask. The proceeds went to God’s Love We Deliver, a charity that brings home-cooked meals to people in need. He also created a Best New York Photo contest that benefited the organization The Color of Change, and Best New York T-Shirt that received a submission that later made a cameo on.
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