If you’ve ever found yourself standing in a crowded, high-ceilinged room in Chelsea during February, clutching a lukewarm espresso and staring at a group of impeccably dressed men standing perfectly still on pedestals, you’ve likely experienced the handiwork of Erin Hawker.
She's the founder of Agentry PR, a firm that has basically become the lifeblood of the "little guy" in the New York fashion scene. While the massive conglomerate agencies are busy chasing legacy European houses, Hawker and her team have spent the last decade-plus carving out a space for the brands that actually make New York feel like New York.
I’m talking about the designers who don't have a million-dollar marketing budget but have a hell of a lot of soul. Honestly, in an industry that feels increasingly like it’s run by algorithms and "engagement metrics," Agentry PR feels like one of the last places where the humans are still in charge.
Who is Erin Hawker?
Hawker didn't just wake up one day and decide to run a PR empire. She’s been in the trenches for over 30 years. She started back in the era of fax machines—way before you could just slide into an editor's DMs to pitch a story.
She moved to NYC with a dream of writing for WWD (Women's Wear Daily). Legend has it she literally camped out in the lobby of Fairchild’s executive offices until they gave her an interview. That kind of grit is exactly what she brings to the brands she represents today. After climbing the ladder at other firms, she launched Agentry PR in 2010.
The goal? A boutique approach.
The reality? She ended up changing how menswear is shown in America.
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The Agentry PR Difference: Why It’s Not Just "Spin"
Most people think PR is just about sending out press releases and hoping someone at Vogue cares. With Agentry PR, it’s a bit more tactical—and a lot more personal.
Hawker’s agency operates out of Chelsea, and they handle everything from celebrity placements (getting Christian Siriano in O Magazine or AKNVAS on a red carpet) to full-scale event production. But their real "secret sauce" is how they treat their clients.
They actually care about the money (or lack thereof)
One of the most surprising things about Hawker is how she handles the financial side of emerging talent. She’s gone on record saying that for certain initiatives, the agency covers up to 85% of the budget for designers to show.
- Fact: Hawker has even paid out of her own pocket when the firm’s budget couldn't cover the costs for a struggling designer.
- The Vibe: It’s not a "non-profit," but it’s definitely not a corporate shark tank either.
The Crown Jewel: New York Men’s Day (NYMD)
You can’t talk about Erin Hawker Agentry PR without talking about New York Men’s Day.
Back in 2014, Hawker noticed a "white space." Menswear was being treated like a second-class citizen during Fashion Week. Sponsors only wanted to put their money behind womenswear. So, she created a collective format.
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Instead of one brand spending $100k on a lonely runway show, NYMD brings a group of designers together—usually around 8 to 12—to show simultaneously in a huge venue. As of 2026, the event is celebrating its 25th season. It’s moved to the Mercedes-Benz of Manhattan flagship in Hell's Kitchen, and it has become the de facto start of New York Fashion Week.
What happens at NYMD?
It’s basically a high-speed discovery session. Buyers and editors can walk through different "studios" and see multiple collections in a two-hour window. Brands like David Hart, A. Potts, and Chelsea Grays have used this platform to get the kind of eyeballs they never could have afforded on their own.
For the February 2026 season, they’re bringing in six new debut designers, including Avon Anglers and Science Project Company. It's this constant influx of new blood that keeps the agency relevant.
The Client List: From Heritage to Hype
Agentry PR doesn't just do "cool indie kids." They’ve built and managed massive accounts like:
- Uniqlo
- Cadillac
- Abercrombie & Fitch
- Mavi
- Minnetonka
They bridge the gap between "we need to sell 10,000 pairs of jeans" and "we need to look cool at a party in the Bowery."
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Why This Matters to You
If you’re a designer or a brand founder, the "Agentry model" is a lesson in authenticity. Hawker’s success proves that being "small but loud" (their actual motto) works.
Most PR firms will take your retainer and send you a monthly report full of "potential impressions" that don't mean anything. Agentry is known for being in the room. They are "partners," not just vendors.
Actionable Insights for Brand Building
If you’re looking to get your brand noticed, take a page out of the Erin Hawker playbook:
- Find the White Space: Hawker saw that menswear was ignored, so she owned it. What is your niche being ignored by the "big guys"?
- Collaborate, Don't Compete: New York Men’s Day works because it’s a collective. If you can't afford a huge activation, find three other brands in your orbit and pool your resources.
- Persistence over Perfection: Remember Hawker in the WWD lobby. Sometimes the best "strategy" is just not leaving until someone talks to you.
- The 360 Approach: Don't just look for a "hit" in a magazine. Agentry focuses on marketing, retail, and wholesale simultaneously. Press coverage is useless if your product isn't actually available to buy.
The Bottom Line
Erin Hawker and her team at Agentry PR have managed to survive a decade where the PR industry was gutted by social media. They didn't survive by being the biggest; they survived by being the most useful.
Whether it's finding a way to get Poppy & Peonies (a vegan accessory brand) into the hands of the right influencers or keeping the doors open for a menswear designer from Brooklyn, they’re proving that the "human" element of fashion PR isn't dead yet. It’s just moved to Chelsea.
Next Steps for Your Brand:
Check out the lineup for the upcoming New York Men's Day in February 2026. Even if you aren't in the fashion world, the way they organize these multi-brand presentations is a masterclass in experiential marketing and high-efficiency networking. If you’re looking to pitch a boutique agency, ensure your brand story is "loud" enough to catch the ear of someone who’s seen it all.