Pop

In 2011, Liz Eswein was among the first of her friends to get an iPhone, and then the first to download an app called Instagram. She tried to get the handle @Liz, but it was taken. The same goes for @LizNYC. Oddly, @newyorkcity was not. Today, that account has 1.5 million followers. It is also a crucial part of the marketing and brand identity of the cult favorite brand New York Or Nowhere, which Eswein co-founded.