Latino-Owned Awake NY Teams Up With Gap for New Collection
Credit: GAP
Gap is tapping into the heart of NYC with a collaboration with Awake NY, a New York based lifestyle brand founded by Queens native, Angelo Baque.
The partnership between the national retailer and community-driven brand blends Gap’s iconic essentials and Awake NY’s graphic streetwear into a collection that is a tribute to the community, energy, and ethos of NYC.
The Gap x Awake NY campaign, shot by Elissa Salas and HIDJI WORLD, features NYC natives and creatives, including Angelo Baque and his family. Other creatives featured in the campaign, including Mexican model Yuji Rico, Rougi Diallo, and Cory Ng among others, were handpicked by Baque himself. The campaign, which also features video montages of the intergenerational cast, makes reference to the power of family— both born into and chosen family— as a thorough line in Baque’s nostalgic vision of NYC.
“Growing up in Queens in the ’90s, Gap was part of the everyday uniform — democratic, effortless, and for everyone,” said Baque, Founder and Creative Director of Awake NY. “This collaboration is about honoring that era of New York — the creativity, the diversity, the families and communities that shaped how we dressed and expressed ourselves. Partnering with Gap, and its global scale and reach, allows us to bring that New York energy to audiences everywhere. Reinterpreting Gap’s icons through the lens of Awake NY brings it full circle.”
The collection includes Gap Originals Heavyweight Fleece, logo tees, and accessories. But the logo fits are unlike Gap’s OG models. Whether it’s an “AWAKE” logo superimposed on the Gap logo, or “Gap” reinterpreted in an Awake font, it’s clear that the graphic and highly stylized fits maintain Baques’ touch. The collection ranges from $18 to $268, and features items for the whole family.
The Gap x Awake collection is now available online at Gap.com and awakenyclothing.com. The collection is also available at select Gap stores.