Dr. Martens and Awake NY Join on their First Collaboration
Dr. Martens and Awake NY work in collaboration for the first time on a special capsule of footwear that celebrates NYC's vibrant Cumbia culture. It also brings light to the new generation of the Latine community as the community is defining tradition in its own ways. The two brands are rooted in values of community, music, and individuality.
The capsule features two colorway palettes of the Lowell silhouette: Vibrant Green and Peony Navy. Angelo Baque, the founder of Awake NY shares with Highsnobiety, “Awake collaborations are based on mutual respect for each other's brands. Identifying partners who are down to amplify and not solely commodity. With Dr. Martens, there was a natural synergy in our shared appreciation of underground youth culture.”
Image Credit: Dr. Martens, Awake NY
The capsule features two colorway palettes of the Lowell silhouette: Vibrant Green and Peony Navy. Angelo Baque, the founder of Awake NY shares with Highsnobiety, “Awake collaborations are based on mutual respect for each other's brands. Identifying partners who are down to amplify and not solely commodity. With Dr. Martens, there was a natural synergy in our shared appreciation of underground youth culture.”
Image Credit: Dr. Martens, Awake NY
Trend Themes
1. Culture-infused Fashion - Footwear lines inspired by Cumbia culture highlight the influence of Latino traditions within urban streetwear.
2. Collaborative Branding - Brand collaborations that emphasize mutual respect and shared values foster deeper community connections and authentic product offerings.
3. Tradition-evolving Designs - Footwear designs celebrating new-generation Latine community trends redefine traditional aesthetics, reflecting evolving cultural narratives.
Industry Implications
1. Fashion - The fashion industry sees a shift towards culturally-inspired collections that celebrate and incorporate diverse cultural influences.
2. Footwear - The footwear industry is integrating cultural elements into designs, leading to unique product lines that resonate with specific communities.
3. Streetwear - Streetwear brands are increasingly collaborating to create products that honor underground cultures and community values.
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