What's Happening?
Gap has partnered with Awake NY, a brand founded by Angelo Baque, to release a new collection that pays homage to the 1990s New York fashion scene. The collaboration reimagines Gap's iconic essentials through Awake NY's unique lens, resulting in a collection that includes
oversized fleece, reimagined denim, and bold patterns. The collection also features a limited-edition New York Mets hat and a co-branded blanket. The campaign, shot by Elissa Salas and HIDJI WORLD, highlights the community aspect by featuring Baque's family and New York creatives. The collection is available online and at select Gap stores.
Why It's Important?
This collaboration is significant as it taps into the current trend of nostalgia in fashion, particularly the '90s aesthetic that has been resurging in popularity. By combining Gap's classic styles with Awake NY's contemporary and community-focused approach, the collection appeals to a broad audience, from those who experienced the '90s firsthand to younger generations seeking retro-inspired fashion. The partnership also underscores the importance of cultural and community connections in fashion, as it celebrates New York's diverse creative scene.
