Channelling the diverse spirit of a modern New York City with Awake NY🗽
A misconception about Awake NY, the New York label designed by Angelo Baque, is that its name has something to do with “wokeness”. You could be forgiven for thinking so. Profits from Awake have benefited Standing Rock and migrants groups. “No,” Angelo groans when the name comes up. “It has nothing to do with that! It wasn’t like, I’m going to do Awake because I’m consciously aware now.
All clothing and hats Awake NY for Carhartt WIP. Models wear jewellery, belts, socks and shoes models’ own. The creative answer to his career dilemma, and one that’s seemingly inspired his work ever since, was to bring all his interests together. It’s easy to forget, scrolling through Instagram in 2019, that in the past, you chose a subculture and stuck to it. This never concerned Angelo, though. “The dope shit about growing up in Queens was just being around diversity, right? So I had black friends, I had Puerto Rican friends, I had Jewish friends, I had weirdo friends,” he laughs.
These disparate influences are all apparent in Awake NY, with its colourful designs, diverse casting and T-shirt graphics that celebrate everyone from Amy Winehouse to 60s icon La Lupe. Such eclecticism is at odds with the more masculine world of skate and streetwear. “I think, especially for young men, there’s too many archetypes,” he suggests, in contrast to the aforementioned endless possibilities to be whoever you want. “They either want to be Travis, Kanye, or Rocky, and then that’s it.
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