Awake NY
United States
Awake NY is a New York streetwear label founded in 2012 by Angelo Baque, a Queens native and former brand director at Supreme. It blends a downtown New York take on 1990s style with tailored pieces and is known for its script logo and collaborations with sportswear and luxury brands.
| Founded | 2012, New York City |
|---|---|
| Founder | Angelo Baque |
| Founder background | Former brand director at Supreme |
| Headquarters | New York City, United States |
| Segment | Streetwear |
| Website | awakenyclothing.com |
What is Awake NY?
Awake NY is an American streetwear brand rooted in the five boroughs of New York City. The company describes its clothing as reflecting identity, culture and community, and its range has grown from graphic T-shirts and outerwear to tailored items such as sweater vests, overcoats and suits.
History
Angelo Baque, who grew up in Queens, founded Awake NY in 2012. Before building the label he was brand director at Supreme, an experience that shaped his understanding of community-led streetwear and limited releases. The brand has developed from a small project into an internationally recognised label with its own flagship and stockists. Its own description stresses roots in the energy of New York's streets and its five boroughs, and a range that bridges streetwear and wardrobe staples.
Products and positioning
Awake NY sits in the premium streetwear segment. Its signature elements and partners include:
- A flowing script logo used across tees, sweatshirts and headwear
- 1990s downtown New York references mixed with refined silhouettes
- Collaborations with ASICS, Reebok and Moncler
- A 2026 Air Jordan 6 collaboration marking the model's 35th anniversary
Business model and distribution
The brand sells through its own website and a New York flagship, and lists stockists for wider distribution. Its online shop is organised into tees, shirts, bottoms, outerwear and accessories, with collaborations released as special projects. Hypebeast also lists a soccer-inspired capsule with DoorDash among its 2026 projects.
Why it matters
Awake NY illustrates how talent from established streetwear companies has gone on to build independent labels with a strong local identity. Its partnerships with Jordan Brand and Moncler show how sportswear and luxury companies use smaller, culturally connected brands to reach new audiences.
Frequently asked questions
Who founded Awake NY?
Awake NY was founded in 2012 by Angelo Baque, a Queens native who previously worked as brand director at Supreme. He leads the brand's creative vision.
What brands has Awake NY collaborated with?
Awake NY has worked with ASICS, Reebok and Moncler, and in 2026 released an Air Jordan 6 collaboration for the model's 35th anniversary.