Awake NY is a New York City streetwear brand founded in 2012 by Angelo Baque, a Queens native of Ecuadorian heritage who had spent a decade as Brand Director at Supreme. Drawing from the culturally diverse energy of New York — its neighbourhoods, music scenes, subcultures, and social movements — Awake NY operates as both a clothing brand and a cultural platform rooted in the city’s identity.
Key Facts
- Founded: 2012
- Founder: Angelo Baque
- Headquarters: New York City, USA
- Industry: Streetwear, Apparel
History
Baque grew up in Richmond Hill, Queens, taking the subway to SoHo as a teenager to absorb the city’s fashion and street culture. He interned at The Source magazine and worked under Jeff Staple at Fader before joining Supreme in 2006, where he helped guide the brand’s cultural direction for a decade. Awake NY began as a side project during his Supreme years — the first full US collection launched in 2017, initially with a cap drop, with proceeds directed to legal fees for the Standing Rock Sioux Tribe. Baque also runs the creative agency Baque Creative, working with Nike Sportswear and Converse.
Despite being a small operation of around six people, Awake has collaborated with Asics, Vans, Carhartt WIP, Moncler, New Era, Reebok, Stüssy, Lacoste, and Jordan Brand — including the Awake NY x Air Jordan 5 in 2025. The brand’s cultural credibility and Baque’s deep New York roots give it a weight that outstrips its size.
Aesthetic
Awake NY references 1990s New York street culture and vintage hip-hop through a contemporary lens — bold script logos, culturally engaged graphics, and apparel designed to feel authentic to the city across generations. The brand’s T-shirts, hoodies, and accessories are deliberately accessible, built to appeal across age groups and backgrounds.
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