Awake NY's Marshall-Powered Music Series Is Electric
Awake NY is one of the city’s signature homegrown clothing brands and what could be more NYC than seeing an intimate, but very turned-up, concert at their flagship store on the Lower East Side?
It’s so retro, but very on-brand with the Queens-born label’s focus on community outreach, whether it’s helping troubled youth or lowkey bringing a little nightlife back to the city.
Awake NY has partnered with Marshall, of amp and headphone fame, for “Live From Awake x NY,” a yearlong series in which they both bring in emerging artists for shows at Awake's retail space on Orchard Street (future events in Marshall’s “Live From Awake x NY” series will be announced on social media).
In early May, Atlanta’s own Anycia came up to perform and promote her new album, Princess Pop That.
It was truly an Atlanta takeover at the shop that night, with Anycia calling Karrahboo, another Atlanta-based artist via FaceTime to hop on a verse and a set by Bosco, an Atlanta-based DJ. This was the second installment in the series, with Charlotte Day Wilson headlining the first one back in February.
The event series with Awake also came with a donation from Marshall to the Queens Museum’s Teen’s Institute for Arts and Social Justice program, per founder Angelo Baque.
Since the brand was created in 2012 by Baque, a Queens native and former Supreme creative director, community outreach has been as much a part of Awake’s mission as putting out seasonal streetwear collections steeped in 1990s downtown NYC style.
So an intimate concert series with young IYKYK artists in their retail space makes total sense as the brand continues to grow. Plus, it just looks like a good night out in Manhattan with well-dressed people… and who doesn’t want to be a part of that?
