What’s the ƎRAЯE? ƎRAЯE Is short for ƎRAЯE NYC® The Rare Era Limited Goods aka ®️IGINAL RARE. A lifestyle streetwear brand based & created in the Lower East Side of NYC. The logo is a symmetrical palindrome. No matter which way you look at it you can read the words “RARE” & “ERA” I created this brand in 2006 while I was in highschool.