Local digital scrapbooking startup Fancy may not be as well known as Pinterest. But on one corner of the Lower East Side, the New York site endorsed by Kanye West is dominating its behemoth competitor. This photo popped up on Instagram featuring the founder of Instagram itself, Kevin Systrom, along with Thrive Capital’s Josh Kushner*, who is invested in both companies, and magician David Blaine, because of course. The trio is leaning against some graffiti commissioned by The Fancy and drawn by Tats Cru. In a nod to the graffiti culture’s tradition of spraypainting over a rival’s tag, the wall features Pinterest’s red logo covered by “FANCY” in bloated letters. The full image is below.