Tommy Hilfiger and Awake NY have joined forces to create a collection designed as a reimagining of the “Back to School” uniform. The hip hop heritage of Tommy’s 90s garments, meets the contemporary cultural spirit of Awake NY, in a successful mix of nostalgic and modern pieces.
Through Angelo Baque’s cultural heritage and Tommy Hilfiger’s vintage archive, the collection puts a latent sense of Nostalgia at the center, while maintaining a contemporary approach, targeting younger communities and cultures. The capsule is genderless and built around the Tommy T-shirt on which the inscription, “Don’t accept cheap imitations,” emerges with a fun attitude, the two brands stay true to their authentic selves, a key aspect for both.
Queens Nostalgia is an ode to the neighborhood that gave birth to Angelo Baque and the 1990s decade during which street style merged with Preppy elegance, courtesy of Tommy Hilfiger.
Launched in 2012, Awake NY captures the cultural spirit and vibe of New York City. A reflection of the diversity that has defined the city’s cultural landscape, blending the classic and the contemporary, Awake NY evokes both the changing aesthetic vibrancy and timelessness of New York.
Born and raised in Queens, New York, Angelo Baque rose to prominence as director of the Supreme brand, where he spent ten years. After success, Baque left to found Baque Creative, a creative agency and boutique, and Awake New York, a clothing brand that encapsulates the spirit of New York and can be found at retailers such as Dover Street Market, Patta, Union Los Angeles, and others.
In collaboration with photographer Shaniqwa Jarvis and the agency Something Special Studios, Baque created Social Studies, a multi-day digital experience that unites artists and brands through community-oriented programming. In 2021, Baque announced the launch of Angelo Baque.
Since launching his eponymous brand in 1985, Tommy Hilfiger has become world-renowned as a pioneer of classic American cool style, fusing 1990s hip hop culture and preppy heritage with contemporary spirit. Driven by Hilfiger‘s determined optimism and under his leadership, the brand has grown to become one of the world’s most recognized lifestyle brands, sharing its inclusive, irreverent, and youthful spirit with consumers around the world.