On our comeback to NYFW, we wanted to elevate what supporting small businesses meant and this time we had the Latino community to feature. So we partenered with Angelo Baque, Awake’s founder and creative director, to create a special capsule collection in honor to the community and drop it in a big way. With that came the idea of reimagening what a bodega looked like without losing what it represents: a place where the community comes together to support each other.
Bodega Baque came to life, curated by Martin Agency and Angelo Baque, featuring the special collab, multiple Latinx small businesses, art, music, all at the heart of Soho in New York during NYFW. All the profits went to fund programming and scholarships for High School of Fashion Industries supporting the future of latinx fashion designers.
A partnership that involved making a real Bodega, UPS custom truck designs, talks at NYFW, an apparel collection that Complex selected as one of the drops of the week right next to Supreme and Kith.
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UPS x Awake NY x NYFW @ The Martin Agency
Role: Design Direction
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Creative Directors: Kevin Ragland, Gustavo Dorietto
Concept: Chaz Malloy, Richard Boadu
Apparel Design Awake x UPS: Angelo Baque
Design: Bruno Cintra, Rique Santiago
Bodega Baque Installation / Branding: Rique Santiago, Bruno Cintra
Bodega Production: IMG/Focus
