Gap has partnered with New York-based streetwear label Awake NY to unveil a collaborative collection that channels the spirit of 1990s street culture, reinterpreted through a contemporary lens. The collection launches on Friday, March 27, at 12 p.m. ET.
Drawing inspiration from Gap’s archives, the collection blends the brand’s iconic American essentials with Awake NY’s bold, downtown aesthetic. At its core, the collaboration pays tribute to the energy, diversity, and cultural identity of New York.
The lineup reimagines everyday staples — including sweats, utility wear, T-shirts, denim, and accessories — through Awake NY’s signature graphic-driven approach. Vibrant color palettes, polka dots, and colorful plaids inject a dynamic rhythm into the assortment, reinforcing a distinctly New York sensibility.
Key pieces include logo-heavy and heavyweight GapSweats fleece items, reworked denim, cargo silhouettes, and an athletic-inspired jersey. The collection also features a limited-edition New York Mets cap created in collaboration with ’47 Brand, alongside a co-branded blanket. Prices range from $18 to $268.
A Dialogue Between Heritage and Contemporary Culture
Mark Breitbard, President and CEO of the Gap brand, commented: “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. By blending their New York perspective with our iconic roots, we’re celebrating individuality and continuing to show up in unexpected places.”
For Angelo Baque, Founder and Creative Director of Awake NY, the collaboration represents a return to his roots: “Growing up in Queens in the ’90s, Gap was part of the everyday uniform — democratic, effortless, and for everyone. This collaboration is about honoring that era of New York — the creativity, the diversity, the families and communities that shaped how we dressed and expressed ourselves. Partnering with Gap, and its global scale and reach, allows us to bring that New York energy to audiences everywhere. Reinterpreting Gap’s icons through the lens of Awake NY brings it full circle.”
Campaign Captures Cross-Generational New York Communities
The accompanying campaign, shot by Elissa Salas and HIDJI WORLD, highlights the cross-generational bonds that define New York — from family ties to chosen communities.
Featured in the campaign are Angelo Baque and his family, the team behind Frenchette, Cory NG of Potluck Club, as well as artist collective Planta Industrial and other local creatives. Together, they embody the themes of self-expression and storytelling that underpin the collaboration.
Launch Details
The Gap × Awake NY collection launches on March 27 at 12 p.m. ET on gap.com and at select Gap stores, including locations in New York, Los Angeles, San Francisco, and New Jersey. Limited styles will also be available at Awake NY’s flagship store.
The collection will roll out internationally across markets including the UK, Japan, China, and Europe.
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