Awake NY Reminds Us Who Runs Orchard Street in Locally Lensed Lookbook
Taking to its downtown block to showcase its Jordan V Boro on the feet of Lower East Side legends from LAAMS, Scarr’s Pizza, and other storied spots.
Summary
- For Awake NY’s newest lookbook, the New York City label is looking to its very own Lower East Side community to pay homage to its new footwear offering
- It’s the Awake NY Jordan V Boro that signals the centerfold of the campaign, worn by the likes of LAAMS founders, Scarr’s Pizza workers, and other local figures
- The Jordan V Boro appears in two colorways of pink and blue, and also arrives in a hybrid boot silhouette as well
Awake NY‘s newest footwear offering, the Jordan V Boro, is about to be stomping all over the New York City outfitter’s hometown. So what better place to spotlight the striking new sneaker than on the local streets (and feet) of its local Lower East Side community?
Angelo Baque‘s streetwear imprint first set up its inaugural brick-and-mortar shop on Orchard Street in the summer of 2023, and its influence has reigned prominent ever since. In a lookbook entitled “Our Block To Your Block,” Awake is penning a love letter to its neighborhood because, well, “It takes a village” to garner the visibility the brand now has.
Reflecting on its still-growing local influence, Awake enlists the likes of a lineup of LES legends to front the photos, all shot on-site in front of a handful of storied storefronts, including LAAMS, Scarr’s Pizza, Ron David Studio, and Las’ Lap.
At the core of the campaign – fueled by the mantra “Community builds immunity” – is the Awake NY Jordan V Boro, which lands in two colorways of pastel pink and black and blue, as well as the polarizing, hybridized boot-like reimagining of the Air Jordan 4, which surfaces solely in the dark blue colorway.
Find your favorite Lower East Side faces (and a closer look at the Jordan V Boro) in the “Our Block To Your Block” lookbook above.
