With New Rochelle being first and hardest hit by coronavirus cases, local businesses felt the economic impact straightaway. Esther Vacca, a lifelong resident, felt compelled to support her City. Taking the phrase "Straight Outta The Hot Zone", Esther added #NewRoStrong on black tshirts and sold them at pop-ups in Wykagyl and other locations starting in mid-March.

As quoted in the Journal News, Esther explained what #NewRoStrong means to her.  "It means that we are stronger as a community than any negative situation or press, And we always come together to forge through and come out stronger than before. We have a unique bond to our city, that no matter when you lived here, you always have purple run through your veins." 

Proceeds from the sale of the T-shirts, which were printed by Aztec Screen Printing, are being used to support  City businesses impacted by the coronavirus. Esther and her fellow volunteers were able to raise close to $15,000 which is being used to purchase gift cards from local businesses that will be distributed to front line medical workers.