Awake NY founder Angelo Baque says the brand’s new collaboration with Gap is “for the community.”
As announced Monday (March 23), the new collection spans 27 pieces for both adults and children, with each designed to serve as a wearable celebration of New York City’s undeniably unique energy.
Hoodies, tees, jerseys, and more are featured in the collection. Per Baque, there’s a full-circle element to the collaboration, as he has fond memories of Gap’s influence in connection with his Queens upbringing.
“Gap is an institution,” Baque said. “Growing up in Queens, it was accessible, it was real, it was part of the fabric of the city. Getting to bring Awake’s point of view to something that iconic, and do it in a way that honors New York and the people who made us who we are, that’s what this is about. This collection is for the community. It always has been.”
Mark Breitbard, Gap Global Brand’s president and CEO, echoed this connection in his own remarks.
“Awake NY has built something rare: a brand that is deeply rooted in community and remains authentically New York,” Breitbard said. “This collaboration is a celebration of that spirit, and a natural expression of Gap’s commitment to championing originality through creative partnerships that reflect the world around us.”
Gap x Awake NY will launch on March 27 at 12 p.m. ET via the official Gap site, as well as at select Gap stores. The pieces are brought to life in a new campaign captured by Elissa Salas and HIDJI WORLD. Baque himself is featured in the campaign, as are several other familiar New York faces.