Meet: Asori Soto

The Lower East Side is full of impressive, talented, giving, and immensely interesting people of different backgrounds, persuasions, and styles. More For LES is delighted to showcase neighbors from 10002 who contribute to making the community richer, more welcoming, and complete. Today we meet Asori Soto.

Asori Soto is the Founder and Managing Director of Easy Mondays, a commercials and original content production company, and both lives and works in the Lower East Side. More For LES spoke with Asori, and this is what he had to say:

Do you live, work, or both live and work in the neighborhood?

I both live and work here.

How long have you lived and/or worked in the neighborhood?

I’ve lived in the Lower East Side since 2021, but LES has been my hood even before that. We used to live in the East Village and always ended up hanging out here, so it already felt like home before we officially moved.

Tell us a little about yourself.

I’m originally from Cuba, but I spent a big chunk of my childhood on Roosevelt Island because my dad was a diplomat. Later I had to go back to Cuba, and after many years I managed to escape and eventually made my way to Los Angeles.

Somewhere along the way I met my better half in Miami, and we decided to start fresh in a place that was new for both of us. That’s how New York became our place. Since then, we’ve lived in Clinton Hill, the East Village, and now the LES.

We’ve loved every spot, but the Lower East Side is the first one that really feels like ours. It’s the place we always want to come back to, it’s our home.

If you work in the neighborhood, what do you do professionally?

I’m the Founder and Managing Director of Easy Mondays, a commercials and original content production company.

Our office is officially in Dumbo, but we rarely work there. Most of the time I’m working from home or from Ludlow House. I love how easy it is to plan meetings around the neighborhood—cafes like Elbow, or lunches at Kiki’s.

On the days I do head into the office, I just hop on the ferry at Corlears and get off in Dumbo one stop later. Honestly, best commute ever.

What do you love to do in your free time?

First and most important, I love spending time with my wife and our six-year-old daughter. We love eating out, cooking at home, going for picnics when the weather is nice, hitting museums and the library, or just wandering around the neighborhood.

As someone who loves to cook, living here is heaven. We’ve got incredible markets and vendors everywhere, with the best ingredients. The best part is building relationships with them—they know you, they know what you like, and they always give the best advice.

What’s something you've experienced here that makes the neighborhood feel special to you?

Friends, friends, friends!

The LES is such a diverse neighborhood, but at the same time it’s the perfect place to raise a family. Some of our closest friends are people we met at the playground or through our daughter.

It feels like growing up in the eighties when you actually knew your neighbors. Most of the world isn’t like that anymore, but here it still exists. It feels like a little bubble where people from all over the world come together and create real friendships.

What’s something you’d like to see change or improve in the neighborhood?

• I’d love for the Corlears ferry to keep the Dumbo stop. They’re trying to change it, and that would be a shame.

• I’d love to see something better done with the area under the Williamsburg Bridge. Why not vendors, parks, something fun for everyone?

• The city should allow vendors or food trucks in East River Park.

• Even though I haven’t experienced it personally, I know crime has gone up in the area. I’d love for the city to step in and address that.

• And seriously, why isn’t there a concert venue on the lower level of Essex Market? That would be incredible.

Favorite local spots — where do you go, and why do you love them?

• Sake Bar Asoko, from the ex-Decibel crew. Their energy is amazing and the sake list is perfect. It feels like home.
• Kiki’s, one of our go-to’s. Relaxed vibe and great food.
• Grand Street Pizza, best slices around.
• Essex Market… just wow. Endless deliciousness.
• Aqua Best NYC for incredible fresh fish.
• VinVero, amazing wine selection and super knowledgeable team.
• Bacaro, such a good Italian spot.
• Russ & Daughters. I don’t love the line, so we order pickup and it’s always perfect.
• The Pickle Guys—best pickles in the city!
• Seward Park Library, love it.
• Wu’s Wonton for big groups and their legendary suckling pig.
• Party Bus Bakery, seriously delicious.

Are there any buildings, parks, or street corners that you think of when the Lower East Side comes to mind?

Not really. For me, the whole neighborhood is the vibe. Every corner has something special.

Anything else you’d like to share with your neighbors?

This is the best neighborhood in New York. Let’s keep it that way!