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
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