Awake NY

Welcome to 2nd Culture, Amsterdam's destination for curated Awake NY clothing. Our handpicked selection brings together the logo hoodies, graphic tees and sought after collaborations of a label that calls itself "unapologetically New York". Every Awake NY piece carries the energy of the city's streets, and every one we stock has a story worth passing on.
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From Queens to the Lower East Side

Awake NY is the brand of Angelo Baque, an Ecuadorian New Yorker who grew up in Richmond Hill, Queens, and took the subway to SoHo to soak up downtown style. Years later he spent a decade as brand director at Supreme, helping turn a skate shop into a global name.

Baque launched Awake in 2012 as a side project, starting with hats. Around 2016 he left Supreme to build the brand full time. In 2023 Awake NY opened its flagship at 62 Orchard Street on the Lower East Side, with a matcha bar inside and front windows that work as a rotating gallery for artists. The motto says it all: "Community Builds Immunity." A UPS collaboration even helped fund a scholarship for young designers in New York.

Awake NY Hoodies, Tees and Signature Pieces

Awake NY clothing is built on bold graphics and solid basics. These are the pieces our Community asks for most:

  • Logo hoodies: heavyweight cotton hoodies with the Classic Logo or the College Logo across the chest.
  • Graphic tees: short and long sleeve tees with New York references, playful artwork and seasonal logo flips.
  • Jackets: work jackets, varsity styles and fleece that carry the brand's love for American outerwear.
  • Knitwear and shirts: patterned cardigans, sweaters and flannels in bright colours and polka dots.
  • Headwear: where it all began. Fitted caps, script logo beanies and New Era collaborations.

Awake NY Collaborations

In 2020 the brand reworked the Carhartt WIP Michigan Coat with contrast pockets and oversized co-branded embroidery on the back. That same year it teamed up with 2 Moncler 1952 for a capsule of puffer gilets, hoodies and sweatpants. Vans followed with three Sk8-Hi pairs in 2021 and a cow print Old Skool in 2023, a nod to downtown New York's '90s skate and punk scene.

The list goes on: hand painted Crocs, Clarks Wallabees, an ASICS Gel-Kayano Trainer 21 with proceeds going to charity, and capsules with Lacoste, Reebok, Nanamica and, in 2026, Gap. If you like the New York attitude, you will also feel at home in our Stüssy collection. Looking for the footwear side of these stories? Browse our sneakers.

Curated and Checked at 2nd Culture

Popular logo hoodies and sold out collabs make Awake NY a target for fakes. That is why every piece we stock is handpicked, goes through our authenticity check and is graded with our condition check. Here is what we look at:

  • Labels: genuine pieces carry clean Awake NY neck labels and a care tag with matching size and season details.
  • Embroidery: logos are dense and even, with sharp letter edges and no loose threads on the back.
  • Fabric: hoodies and sweats use thick, soft cotton. A thin, light hoodie is a red flag.
  • Collab details: co-branded pieces show both brands' labels and hardware. We compare them with the original release.

How to Style Awake NY

An Awake NY hoodie works best when you let the logo lead. Pull a heavyweight College Logo hoodie over a white tee, add loose straight leg denim from our jeans collection and finish with a pair of Vans Old Skools. On colder days, layer a Carhartt WIP x Awake NY work jacket over a graphic long sleeve, wear wide cargos and a fitted cap pulled low. Find more statement pieces in our hoodies and jackets collections.

Awake NY Sizing Guide

Awake NY uses US sizing, which is close to European sizing for most tops. Always check the measurements on each product page.

  • Hoodies and sweatshirts: generally true to size with a relaxed fit. Go up one size for an oversized look.
  • T-shirts: a classic boxy cut. Stay true to size for a clean fit.
  • Jackets: roomy enough for a hoodie underneath in your usual size.
  • Collabs: pieces made with partners like Carhartt WIP or Moncler follow the partner's own sizing, so check the label.

Not sure what fits? Our team is happy to help, in store or online.

FAQ - Frequently Asked Questions

What is BAPE?

BAPE, short for A Bathing Ape, is a Japanese streetwear brand founded in 1993 by Nigo in Tokyo. The brand is known for its bold graphics, ABC camo patterns, and high-profile collaborations with artists and labels worldwide.
What is the difference between Supreme and BAPE?

Both are iconic streetwear brands, but they come from different worlds. Supreme was founded in New York in 1994 with roots in skate culture, while Bathing Ape was founded in Tokyo and draws from Japanese street fashion and hip-hop. Both use limited drops to drive demand, but their aesthetic and cultural DNA are distinct. Explore our Supreme collection to see both sides of the story.
Where does BAPE come from?

BAPE originates from the Ura-Harajuku district of Tokyo, Japan, where Nigo launched the brand in 1993.
Who owns BAPE?

BAPE is currently owned by Hong Kong fashion group I.T, which acquired the brand from Nigo in 2011.
How does BAPE fit?

BAPE runs small compared to European sizing. Sizing up one size is strongly recommended for a comfortable fit.

Ready to wear a piece of New York? Visit 2nd Culture in Amsterdam to try on the latest Awake NY arrivals, or browse the collection online before your size heads to someone else.