MAZEL TOV! OLD JEWISH MEN SIGNS BRAND CENTRAL FOR LICENSING
LOS ANGELES, CA — Brand Central, the Los Angeles-based branding and licensing agency, has signed Old Jewish Men (OJM), the viral New York City lifestyle brand. The cult lifestyle brand worn by Larry David, Selena Gomez, Mel Ottenberg, Benny Blanco, and more — beloved by fishmongers and pastrami slicers everywhere — expands its reach with the leading licensing agency. The partnership will expand OJM’s licensing footprint across new consumer product categories, bringing the brand’s singular blend of Jewish humor, nostalgia, and street credibility to a broader retail audience.
Brand Central intends to extend the OJM brand beyond ecommerce, social media and publishing and into collaborations, food and beverage, lifestyle products, toys and collectibles, paper goods and so much more.
What began in 2015 as a street photography account documenting the old Jewish men of New York City has grown into a cultural phenomenon. The brand has produced not only viral apparel pieces but also live events, promoted across OJM’s 1 million social followers, and has been featured in The New York Times, The Wall Street Journal, GQ, Interview Magazine, The Times of London, Vogue, and more. The brand’s debut book, The Old Jewish Men’s Guide to Eating, Sleeping, and Futzing Around (Workman/Hachette, 2024), a USA Today bestseller. The book has earned praise from The New Yorker, The Wall Street Journal, and the Jewish community at large. OJM is equal parts media brand and clothing company — a singular universe built around the irreverent, unapologetic spirit of the Old Jewish Man. OJM's mainstream credibility was cemented when Larry David wore OJM-branded shorts during the farewell season of HBO’s Curb Your Enthusiasm.
OJM’s online store has produced a string of hit products — from the Bagel Sweatshirt and Schlep Tote to the Pickle Princess Crop Top — with offerings that span streetwear-inspired apparel, footwear, and jewelry. The brand has cultivated a loyal customer base across all 50 states and dozens of countries worldwide, from Europe to Asia.
OJM has cultivated a roster of collaborations that reflect its community-first ethos. An ongoing partnership with Courage Bagels — widely regarded as the best bagel shop in the country — has produced co-branded merchandise and joint events, uniting two of the most talked-about names in food and fashion culture. The brand also carries a season-long partnership with the Brooklyn Cyclones, the New York Mets’ High-A affiliate, and is currently helping Gwyneth Paltrow bring her Los Angeles food company, Goop Kitchen, to the New York market. And in perhaps the highest honor in all of Jewish New York, OJM mascot Dave has his photo hanging at Katz’s Delicatessen — immortalized in the brand’s “Mommy’s Little Matzo Ball” shirt.
“Jewish culture and humor is such a big part of the Zeitgeist and no consumer brand has captured that audience like Old Jewish Men. We’re ready to turn these mensches into merchandise,” said Ross Misher, CEO of Brand Central.
“We’ve always known OJM was bigger than just clothing or social media. This partnership with Brand Central is our chance to prove it -- bringing our characters and world into product categories we’ve been dreaming about since day one.” – Bryan Seversky, Co-Founder, Old Jewish Men
“OJM is cutting edge, which is why New Yorkers love it. They get it. And if you can make it in New York you can make a stink anywhere. New Yorkers always sniff out the good stuff first. Now it’s time for OJM worldwide.” — Noah Rinsky, Co-Founder, Old Jewish Men
About Old Jewish Men
Old Jewish Men (@oldjewishmen) is a viral social media and lifestyle brand based in New York City. With over one million followers across Instagram, TikTok, YouTube, and Substack, OJM has grown from a beloved social media account into a full-scale media and consumer brand — spanning apparel, publishing, and original content. The brand’s deli-inspired, culturally rooted clothing has earned a devoted following and been worn by the likes of Larry David, Selena Gomez, Hannah Berner and Benny Blanco. OJM’s book, The Old Jewish Men's Guide to Eating, Sleeping, and Futzing Around, published by Hachette Book Group, became a USA Today bestseller.
Rooted in humor, nostalgia, and the unmistakable spirit of New York Jewish culture, OJM has partnered with some of the world's most recognizable brands and media companies, including HBO, Sony Classics, Meta, Kraft, Grubhub, Airbnb, GOOP, Bombas, Oura Ring, Truff, Kalshi, Ithaca Hummus, and Katz's Deli. Old Jewish Men has built a fiercely loyal community and proven that you don't need to be old, Jewish, or a man to be an OJM — it’s a lifestyle.