When trying to rent a space in a market as competitive as New York City, reputation can oftentimes make or break the deal. Despite a reputation as out of the way and gritty, Alphabet City is proving otherwise, going against the grain and raising areas such as Avenue D to exciting new levels. Perhaps it's the economic pressure created by Manhattan's historically high rents, but many younger renters are turning to Alphabet City to find affordable rentals and are finding that the neighborhood is both hip and safe. Part of the reason that rental apartments in Alphabet City stayed so affordable for so long was that people perceived it as being dangerous, although today that perception is outdated and, frankly, downright false, and has been for years. The 90s saw a shift in the neighborhood environment, and along with these newly restored districts came increasing real estate projects promising to enhance the value of the apartments in Alphabet City.