MERRELL X AWAKE NY

The Midas touch is something that can most certainly be applied as an apt and somewhat fitting description to the effect that Angelo Baque has on the collaborative projects he touches and engages with. In his current guise as owner and brand director of AWAKE NY, a brand synonymous with both summoning & capturing the true spirit of cultures and sub cultures alike  - AWAKE pushes boundaries and tips the zeitgeists in streetwear influenced fashion /

Baque infuses what he involves himself in and in turn delivers via AWAKE own brand or collaborative products, he’s like the ingredient that makes you remember the meal or restaurant and then with great gusto recommend it to your peers.  

Via social media, and opinion leading genuine sub cultural communities across the globe Angelo and his WOKE / AWAKE team are permeating culture with the good stuff and like the many who queue round the 'block for Baque' ... we're here for it. Multi generational and no patronising in his approach to marketing and the product he delivers, colluding with Merrell 1RTL is a ‘quick maths / boxing clever' move that makes perfect sense to both brands in their current state, in that both are OG’s in their respective field. 

Angelo Baque was Supreme’s brand director and Merrell for years set the bar in walking / hiking & trekking - both do what they do with aplomb.

Many admittedly will reminisce about their ‘dad’ wearing Merrell as a point of halcyonic endearment or brand recognition, yet now in the new modernist select distribution 2.0 Merrell 1RTL guise (that is supremely successful thus far) is captivating and signing up the younger generations alongside the more established ‘headz’ ... the brand is being reborn and is in a healthy AWAKENING phase.

Neither brands want to rush or over subscribe themselves and bolt the stable, both are in this for the long haul, moreover both are committed to talking to the right people in the right voice using intelligently curated and created product, contemporary arresting content and thus aligning with the people that make sense.

In the history of the MOC the Merrell Jungle Moc would lead a peace march, sit on the centre podium and guest on The Low End Theory - Amen

Thus we are celebrating this collusion and advise you to COP THIS DROP… 

Now available to purchase at DSM and through AWAKE’s webstore.