Brooklyn embroiderer turns nyc street parties into one-of-a-kind celebrations
A quiet corner in Fort Greene, Brooklyn, is now a whirlwind of custom embroidery, thanks to Ramell-Coreen Frederick – ‘Cheeks’ to his friends – a textile artist who’s transforming spontaneous New York City celebrations into wearable, lasting memories.
The spurs’ championship, stitch by stitch
On Saturday night, the New York Knicks clinched their first NBA championship in 53 years, igniting a city-wide frenzy. Amidst the revelry, Cheeks, armed with a 104-year-old Singer embroidery machine and a seemingly endless supply of thread, was busy creating bespoke tributes to the victory – from simple “2026 Champs” slogans to cheeky jabs at the defeated San Antonio Spurs (“Send the Spurs to the Knick-U”).
He wasn’t seeking a spotlight, simply responding to the energy of the streets. “I want to go wherever the people are,” he told Vogue, explaining his impromptu setup outside the Habana Outpost restaurant. It quickly became a focal point, a vibrant hub where New Yorkers surrendered their jackets, jerseys, and even hats to be transformed into personalized works of art.
A legacy of threads
Cheeks's journey began organically. He’s spent 23 years in the fashion industry, initially in operational roles, but discovered embroidery in 2007. “Once I found it, I was able to really just go with it,” he explained. His company, Tattoo’d Cloth, operates primarily through word-of-mouth – direct messages, emails, or simply finding him on the streets. He’s a Queens native, now deeply rooted in Brooklyn since 2008 – a testament to the city’s ability to nurture unique talents.
His process is intensely analog, a deliberate contrast to the digital world. He sketches designs by hand, prints them onto the garments, and then meticulously stitches each detail, often spending 60 seconds on a name and up to 48 hours on elaborate tributes like his recent depiction of Chadwick Boseman. He uses a trio of vintage machines: Jessica, a 104-year-old chainstitcher; Bertha, a 124-year-old longarm model; and Story, an Indian-made international model.
More than just embroidery
But Cheeks’s work transcends mere customization. It's a form of community engagement, a celebration of shared experience, and a preservation of memory. “It’s artwork, it is community work, it is care work, all at once,” he stated. He’s not driven by profit; he prefers that people donate items they already own, transforming them into something truly unique.
Last night’s outpouring was “Fandemonium,” he described, a scene unlike anything he’d witnessed. He created fifteen Knicks-themed pieces before the night ended, leaving none behind. The demand was overwhelming, fueled by the palpable excitement of the city.
Despite his hands working tirelessly, Cheeks reported no pain, attributing it to his back. He’s not aiming for the fashion world, he insists, but rather for a broader recognition of embroidery as a legitimate art form. His future plans involve expanding his scale and creating larger, more ambitious pieces.