Awake NY founder Angelo Baque says the brand’s new collaboration with Gap is about honoring a very specific period of New York: the ’90s.
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.
“Growing up in Queens in the ’90s, Gap was part of the everyday uniform — democratic, effortless, and for everyone,” Baque said. “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.”
Mark Breitbard, Gap Global Brand’s president and CEO, echoed this connection in his own remarks.
“Gap has always stood for self-expression and modern American style,” Breitbard said. “Partnering with Awake is one of the ways we’re bringing our heritage into today’s cultural conversation. By blending their New York perspective with our iconic roots, we’re celebrating individuality and continuing to show up in unexpected places.”
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.
