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Awake NY was born in the heart of New York City in 2012, thanks to the creative vision of Angelo Baque. Raised in Richmond Hill, Queens, Baque's early interests in photography, fashion, and the arts compelled him to frequently take the hour-long subway ride to SoHo. There, he immersed himself in the eclectic downtown culture, blending his love for underground hip-hop with his passion for photography. Prior to launching Awake NY, he made a significant mark as the Head of Branding at Supreme. His journey is a testament to the values of multiculturalism, youthfulness, relevance, and positivity that define the brand. The versatile streetwear brand has grown by firmly establishing itself as a contemporary label, characterized by clever graphics with prominent screen-printed and embroidered branding. It proudly embraces the "unapologetically New York" identity and has become a cornerstone in contemporary men's streetwear. Each collection draws sartorial inspiration from vintage hip-hop aesthetics, blending classic Polo-inspired pastels with a touch of early '90s Queens, featuring stylized graphics. These elements are woven into a range of apparel, including t-shirts, hoodies, sweatshirts, and various knitwear pieces. Since its inception, the brand has entered collaborations with iconic names like Asics, Vans, Carhartt WIP, Moncler, New Era, Reebok, Lacoste, and Stüssy.