Awake NY as lead by Angelo Baque gears up for an exclusive Dover Street Market drop featuring a collaborative DSMNY t-shirt plus an assortment of hoodies and t-shirts that include a cool shout out to artist Frida Khalo as well as NYC’s legendary basketball scene, all informed by the city’s beautifully diverse population.
Launched two years ago along with a creative agency, Baque is famed for his ten years as brand director at Supreme. Recently he spoke with GQ about current direction for his label. “The new motto is direct to consumer. I don’t have the pressure to design a collection because I need to sell to Barneys,” he explained. “So I can take the time to sit, chill, and ok I’m going to drop six pieces right now, I’m going to drop 10 pieces that I really believe in, I’m going to take time to make the trench coat I really like.
“My objective for the Awake drop was to remind people what NY is about, which is diversity. There’s no pressure to come out swinging with 30 pieces. That’s what kids got Gosha right now for. They can go to him for 40 pieces. They don’t need that from Awake right now. I want to be able to create gear from a New York point of view.”
The Awake NY launch will roll out with a shop-in-shop installation that will open at Dover Street NYC on May 3rd, 2018. Offerings will be available on awakenyclothing.com on May 14th.