district: Lower East Side
62 Orchard St, New York, NY 10002
In a nutshell
A hip-homage streetwear brand from the former brand director at Supreme, Angelo Baque.
In their words
"Awake NY’s seasonal collections are informed by the eclecticness of downtown New York City in the early ‘90s, updated with refined silhouettes and domestically-made everyday basics to round out the wearer’s wardrobe. The brand’s collections grow each season, including the addition of tailored pieces that have become mainstays in recent years: sweater vests, overcoats and suits now anchor seasonal collections"
Visit Field notes
Housed in a former menswear store (unchanged for decades) the Awake store has retained the old-fashioned fascia while everything inside glisters and shines. The brand references the "first wave" of streetwear and New York's street iconography. A destination store, and important in the vibrant LES change to art+community+streetwear. The brand has an active community and collaboration programme.
I've added a photo from some years ago when it retained the lifetime-old frontage for "Global International Mens Clothiers" - a very much last-century clothing store with a 1950s sensibility (and stock!). The store refit has kept the layout of the store, giving a temporary, occupational feel.
Other Reading
The brand's own background story - https://awakenyclothing.com/pages/about
Interview with Angelo Baque - https://hypebeast.com/2023/5/awake-ny-angelo-baque-store-opening-interview
LAST VISITED
18/11/2024
Added
2023
COMPARE WITH
Eyewear brand whose stores are like art popups. Consistently collaborative (on projects, co-brands, celebrities and artists), the brand produced prescription and sunglass styles that are not repeated.
Upscale doll store for specialty dolls, with hair salon, cafe and events. A cross between a pet store and a lego store, but for dolls. Owned by Matel. Dolls are highly characterised, with their own bl...
Brand-defining chic showroom that makes the car a star, alongside a basement presentation area, a Korean restaurant and rooftop library.
Upmarket grocery-focused supermarket with a reputation for quality, taste and good ingredients. This store brings their produce to life as well as showcasing their fishmonger, butchery and food prepar...
Similar shops
Veteran DNVB's showcase store still delivers a combination of product delight, swagger, fun and welcome.
Flagship-quality store on a corner plot, drawing upon industrial 1970s vibes with Florentine marble and pastel northern-italian palettes.
A flagship, cartoon-like store, featuring tinned Portuguese sardines. The decor is Phileas Fogg meets Circus, and the inescapable reality of canned fish is dressed up as a humorous, gifting experience...
British architect Sophie Hick's minimalist take on Alaia's move from wholesale to D2C.
A dedicated womenswear store in a walnut and pink corner plot, extending 'Kith village' (Lafayette, Bleecker, now Broadway), and adding flower shop and cafe.
Louis Vuitton ramps up our understanding of "Landmark" with two buildings on 5th Ave (one, a gastro-theatrical brand experience, and the other a near-art homage to their luggage). "Bold" is one word!
