Reebok and NYC-based clothing brand Awake NY announce the release of their first collaborative collection – an understated footwear and apparel capsule championed by Awake NY-inspired takes on Reebok’s Instapump Fury and NYC-staple the Workout Low. The capsule drops March 13 exclusively at awakenyclothing.com and in-store at Dover Street Market, before becoming available worldwide on March 20 on Reebok.com and select local retailers.
“The partnership between Awake NY and Reebok is all about mutual support,” said Angelo Baque, founder of Awake NY. “Reebok offers a rich platform for Awake’s ideas, while Awake offers a fresh, authentic NYC take on Reebok’s heritage and classic sneakers.”
The SS20 Reebok x Awake NY collection turns the clock back nearly three decades to NYC’s emerging streetwear landscape of the late ‘80’s and ‘90s – a time when the world capital began to embrace sportswear from all over the world. Because New Yorkers became especially fond of Reebok’s Workout Low ($120) in the ‘90s, Awake NY’s SS20 rendition emphasizes the sneaker’s historical impact on the city’s street culture and style at the time.
Simultaneously, Awake’s subtle NYC-inspired take on Reebok’s Instapump Fury ($180) localizes this globally iconic ‘80s silhouette, which once broke the rules of sneaker design on a massive scale with its unprecedented Pump technology. “We wanted to keep the designs simple and true to both brands,” continued Baque. “Reebok’s signature silhouettes and colorways with Awake NY’s brand blue make a great match stylistically and narratively.”
Complementing the footwear, the collection also features a Reebok x Awake NY hockey jersey and tracksuit, each of which mirror the sneakers’ heritage-inspired aesthetic.
