Back to 90's New York City.
Gap has teamed up with Awake NY for an NYC-inspired collaboration. Rooted in ’90s streetwear and pulled from Gap’s archives, the collection reworks everyday staples, from sweats and denim to tees and accessories, through Awake NY’s graphic-led lens. The result leans into a distinctly New York feel, balancing heritage with a more current streetwear edge.
The campaign, shot by Elissa Salas and HIDJI WORLD, focuses on cross-generational community, featuring Baque (founder of Awake NY) alongside a cast of New York creatives spanning food, art and fashion.
Overall, the collection boasts a continuation of Gap’s recent push into culture-led collaborations, using its archive as a base while tapping into newer voices shaping the city now.
Take a look at the campaign below.
PHOTO CREDIT: @
