In recent years, Gap Inc. has been actively reshaping its identity, moving beyond mall-brand nostalgia to reestablish itself within contemporary culture. Its latest collaboration with Awake NY marks a significant step in that evolution, bridging generations while reconnecting the brand to the street-level influence that once made it a staple of everyday style.
Founded by Queens native Angelo Baque, Awake NY has built a reputation for channeling New York’s cultural energy through bold graphics and community-driven storytelling. This perspective feels particularly resonant for Gap, with a positioning in the ’90s as the unofficial uniform across diverse subcultures, and something this collaboration revisits.
The collection draws heavily from Gap’s archives filtering them through a distinctly New York lens and the result is a lineup of everyday staples including sweats, denim, tees, utility wear, and accessories, reworked with Awake NY’s graphic-forward sensibility. Pops of colour, polka dots, and plaid patterns inject new life into familiar silhouettes, while co-branded pieces like a New York Mets cap with ’47 Brand and an exclusive blanket expand the collection’s scope.
“Gap has always stood for self-expression and modern American style. Partnering with AWAKE is one of the ways we’re bringing our heritage into today’s cultural conversation.” – Mark Breitbard, President and CEO of Gap brand. “
That idea of cultural conversation sits at the core of the campaign, shot by Elissa Salas and HIDJI WORLD. Featuring Baque alongside his family and a cast of New York creatives, including restaurateurs, artists, and community figures, the visuals emphasize cross-generational connections and the diverse communities that define the city.
For Baque, the collaboration is as personal as it is cultural. “Growing up in Queens in the ’90s, Gap was part of the everyday uniform, democratic, effortless, and for everyone,” he said. “Reinterpreting Gap’s icons through the lens of Awake NY brings it full circle.”
The collection underscores a broader shift for Gap, one that leans into collaboration, storytelling, and cultural relevance as a means of redefining its place in modern fashion. By tapping into Awake NY’s perspective, rooted in authenticity and community, the brand continues to position itself not just as a heritage label, but as an active participant in today’s style landscape.
The collection launches March 27 at 12 p.m. ET on gap.com and at select retail locations, with additional availability at Awake NY’s New York flagship and internationally through select partners.