The company was founded in 1998 by skateboarders
Rodney Smith, Eli Morgan Gesner, and Adam Schatz, who started their own business after Smith's company, Shut, lost a legal battle over trademark infringement. The company established itself as the major firm in the East Coast due to the adding of
graffiti and hip-hop culture to their designs. The directors also focused on new licensees and partnerships. Iconix Brand CEO Bob Galvin state that "partnering with the creators of Zoo York will help us reconnect to the brand's origins in New York City street culture and regain credibility". == Media ==