Build It: From Wall Street to Wearables — How Brain Yurachek Founded NYCC
Welcome back, fashion tech enthusiasts!
In today’s fashion landscape, where culture, code, and commerce increasingly converge, Brian Yurachek is building something rare: a fashion tech company rooted in both artistic authenticity and technological precision. As the founder and CEO of New York Culture Club (NYCC), Yurachek is reimagining what fashion can do, not just what it looks like. From embedding microchips into garments to designing wearables that reward users, he's helping define the next era of interaction between people and products.
Listen to the full conversation:
Microchips and Meaning: The Power of Embedded Tech
Yurachek’s path from the high-stakes world of Wall Street to leading one of fashion tech’s most forward-thinking ventures embodies the spirit of innovation and risk-taking that defines today’s cultural renaissance. With a background that spans music, finance, and creative entrepreneurship, Yurachek brings a unique lens to fashion’s digital evolution.
He founded New York Culture Club to explore how tools like the Internet of Things (IoT), blockchain, and wearable tech could turn garments into dynamic, communicative objects. His work reflects a belief that fashion isn't just visual—it's spatial, interactive, and coded with meaning.
One of the most compelling innovations he discusses is the embedding of microchips into physical fashion items. These chips, powered by blockchain, enable full digital traceability and rights management. Consumers can scan a tag to reveal the garment’s story, from raw material sourcing to final production. This level of transparency not only builds trust but empowers consumers as collaborators or "prosumers" in the design and branding process.
According to IBM, 77% of consumers are willing to change their shopping habits to reduce environmental impact.
Blockchain-enabled traceability can directly support this shift by providing verifiable sustainability data.
Culture as Code: Fashion Beyond the Fabric
Yurachek refers to this digital infrastructure as "culture as code"—a phrase that bridges literal computer coding with deeper cultural values.
“'Culture is code' is a double entendre,” Yurachek explains, “It’s literally blockchain and code, but it also speaks to the values and belief systems of building better transparency and creatively connecting with people so they can express themselves easily.”
Clothing becomes a storytelling medium, capable of holding not just aesthetic value but social context. This concept opens the door to a new kind of consumer engagement—one where users co-create, share, and even monetise their style choices.
Wear to Earn: Turning Influence into Income
The idea of “wear to earn” is a perfect example. By using IoT to turn garments into mobile sales tools, individuals can earn rewards or revenue when others interact with what they’re wearing. It’s a model that rewards influence and authenticity, and can be particularly powerful in fan culture and sports merchandising.
Major brands like Burberry and Tommy Hilfiger have incorporated IoT for inventory and customer engagement, while luxury houses like Chloé use it for authentication of handbags.
Yurachek sees this space as fashion’s next frontier.
“In the value chain, IoT can unlock supply chain and authentication efficiencies,” he explains. “It ensures that customers trust what they’re buying. Authentication is anti-counterfeit—it protects the integrity of the brand.”
By 2027, the IoT market in textiles is expected to reach $25 billion
Despite its potential, the fashion industry has lagged behind other sectors in adopting IoT. While RFID chips have been used for inventory tracking since the early 2000s, their capabilities for consumer engagement remain underutilised. Yurachek believes this gap represents a massive opportunity, not just for efficiency, but for creative connection.
Grounded Innovation: Advice for Founders
On the human side of innovation, Yurachek emphasises the importance of staying grounded. He shares advice for aspiring entrepreneurs: focus on the essentials, like managing cash flow, and avoid getting lost in branding theatrics before building a solid foundation. Leveraging local resources—such as university internship programmes—can help start-ups scale without overspending.
He also speaks passionately about cultural integrity in design. Growing up in New York, he learned firsthand how to navigate diverse communities. His work is rooted in respect and genuine curiosity, rather than appropriation or trend-chasing.
A McKinsey report found that 45% of Gen Z consumers are more likely to engage with brands that support diversity and inclusion in their campaigns.
Yurachek’s career trajectory underscores a broader truth: the most impactful innovations often come from those willing to cross disciplines, question norms, and reimagine the purpose of their work.
As fashion continues to evolve, New York Culture Club invites us to think differently about what we wear—and why. In this vision of the future, garments are more than just fabrics stitched together; they’re living systems of identity, communication, and community.
But like many founders navigating emerging industries, Yurachek’s path hasn’t been without setbacks. In Part Two, we’ll explore what happened when early momentum ran up against the complexities of scaling a fashion tech business—and how unexpected challenges, including a financial misstep, forced him to re-evaluate the future of New York Culture Club.
Want to Learn More and Connect?
If you're curious about the intersection of fashion, technology, and cultural storytelling, explore how Brian Yurachek and New York Culture Club are building tools for a more interactive, transparent future. Visit nycultureclub.com to learn more about their latest projects and collaborations.
Connect with Brian Yurachek on LinkedIn to follow his work.
