Launched in 2012, Awake NY captures the unique cultural spirit and sensibility of New York City. Awake NY is a reflection of the diversity that has defined the city's cultural landscape. Simultaneously classic and contemporary, Awake NY evokes both the changing aesthetic vibrancy and timelessness of New York. Awake NY founder and former Supreme brand director Angelo Baque values his city as a cultural juncture. In under a decade, Baque has distinguished Awake NY as a stronghold of contemporary men's streetwear. Collections draw sartorial inspiration from vintage hip hop staples, including classic Polo-inspired pastels and a throwback to early-90s Queens via stylized graphics referencing the Shirt Kings.