PLOTZ

It’s not every day that your corner of New York history gets the silver screen treatment – but Marty Supreme is no ordinary film. Set in the 1950s, Marty Supreme – directed by Josh Safdie and starring Timothée Chalamet and Gwyneth Paltrow – takes audiences back to a bygone New York, where pushcarts and delis, crowded sidewalks and storefronts buzzed with character. For MOSCOT, a five-generation family business born and bred on the Lower East Side, it’s a powerful tribute to the era – and the neighborhood – where it all began. MOSCOT. 94 Rivington Street. Center Stage. More than just a backdrop, MOSCOT – or more specifically, MOSCOT’s legendary optical shop at 94 Rivington Street – plays a visible role in Marty Supreme. In scenes grounded in the grit and charm of downtown Manhattan, you’ll catch glimpses of our early storefront – a modest but mighty symbol of the American Dream, one lens at a time. Hyman opened up shop on Rivington in 1915 after years of selling ready-made glasses from a pushcart on Orchard. By the 1950s, MOSCOT had become a fixture in the neighborhood – known for quality eyewear, straight talk, and a front window that always drew a crowd. That same spirit lives on in Marty Supreme, where the Shop stands as a touchstone of community and craft. Why the Lower East Side Still Matters Beyond the nostalgia, what makes Marty Supreme so exciting for us is its love letter to a neighborhood we’ve never left. The Lower East Side is more than a setting – it’s our soul. It's where Hyman Moscot began in 1899 with nothing but a pushcart and a pair of steady hands. It’s where he made the business official. And it’s where we’ve stayed – still family-owned, still independent, still designing from downtown. As Marty Supreme prepares for its big premiere, we’re reminded that some things never go out of style: a strong sense of place, a commitment to craft, and a good pair of glasses. Planning to Watch? Here's How to Get the Look Inspired by the style of Marty Supreme? You’re not alone. Here are a few MOSCOT frames to channel your inner Marty: The MILTZEN – Originally introduced in the 1930s and still a bestseller today, this rounded frame speaks to the era’s intellectual energy. The LEMTOSH – A post-war classic with a strong browline and timeless appeal, worn by artists, actors, and legends alike. The KUGEL – A pared-down P3 shape made from lightweight metal and acetate, perfect for recreating that 1940s look with Lower East Side authenticity. The MOYEL – A frame full of grit, charm, and personality – just like Marty himself. The SIMCHA – A frame that doesn’t hide your face, perfect for someone with heart – and a little chutzpah. The SMENDRIK – Don’t let the name fool ya! This vintage-inspired metal frame is as sharp as they come. Final Cut: From Orchard Street to Opening Night At MOSCOT, we’ve seen a lot of stories unfold from behind the counter – but seeing our little corner of history on the big screen is something special. As Marty Supreme invites a new generation to experience the sights, sounds, and spirit of 1950s Lower East Side life, we’re honored to be part of the narrative. So whether you’re watching for the plot, the style, or the setting – keep your eyes peeled. You just might spot a familiar facade... and the beginning of something eye‑conic.