Angelo Baque, founder of the brand Awake New York, never felt gung-ho about opening a retail space. But his plans changed after the late designer Virgil Abloh gave him some advice. Here, take a first look inside the store:
Angelo Baque, founder of the laid-back brand Awake New York, never felt gung-ho about opening a retail space. But his plans changed after the late designer Virgil Abloh gave him some advice. “He told me Ito open up a store,” Baque says of the conversation, which took place in 2020. “Virgil had taken a walk around downtown New York and digested the retail landscape. He was just like, ‘Something is missing. It doesn’t feel like the 2003 New York that I used to come to as a kid from Chicago.
At first, Baque balked at the suggestion; a retail space is a risky and costly undertaking. But three years later, Baque finds himself fulfilling the late Alboh’s appeal. “I realized there was a gap for today’s generation,” Baque says. “Where are the great stores for them to go to like I did when I was kid?”
The first brick-and-mortar shop for Awake New York, located on 62 Orchard Street, opened last week. The store will dish out hoodies, graphic print tees, checkered polos, and other ’90s skatewear-tinged garb. The permanent outpost will be a great place to shop, Baque promises. But that’s not necessarily the space’s. “My goal is that people come here and it’s not so much about the transaction,” Baque says.
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