No, you didn’t read that wrong. AINT WET is a guerrilla marketing campaign for the rather bizarre clothing company of the same name run by one Abraham El Makaw. Over the last few months, we’ve come across a few of the signage he’s posted all over the city. His Instagram account, also the official AINT WET account, has a penchant for dead birds, dead fish, roaches, dead rats and marsupials, often smoking cigarettes amidst found trash. Nothing is beyond the limit, with two bottles of pee photographed to mark his 24 hours spent underground.
Besides the AINT WET signs above ground and in the subway system, he’s also been posting parody MTA announcement posters reminiscent of Puck Works’ Lord of the Rings posters (though not everything is spelled right in this case). Last summer, AINT WET had a stall at 481 Van Brunt Street in Red Hook where he seems to have been silkscreening the tees sold.
All that being said, we’re not really quite sure what to make of it all but the AINT WET signage is pretty clever, nonetheless.
AINT WET Guerilla Marketing Hits NYC Streets and Subway
Michelle is the founder of Untapped New York. She is the author of Secret Brooklyn: An Unusual Guide, New York: Hidden Bars & Restaurants, and Broadway. She is a graduate of Harvard College in the History of Art and Architecture and holds a master’s degree in urban planning from Columbia University Graduate School of Architecture, Planning and Preservation, where she is an Adjunct Professor of Architecture. Official Website