Company founder Steve Tanney came up with the idea for BRED one night out to dinner. The idea came to him at a local neighborhood spot in the West Village of Manhattan. As a native New Yorker born and bred here, he wanted to appeal to the social market surrounding the greatest city in the world. By the time the check came, BRED New York was born in the form of a sketch on a paper napkin. The next day, ideas started to form. What you see here is the unfinished product.