Awake NY’s First Collaboration With Dr. Martens Is Inspired by NYC Subcultures
Awake NY has mastered the art of collaboration and has delivered several compelling looks throughout 2024, most notably its work with Jordan Brand. The brand’s latest effort that is sure to turn heads is with Dr. Martens.
Arriving in early December are two new iterations of the Dr. Martens Lowell silhouette, reimagined by Awake NY. The looks, Awake NY explained, are inspired by “the spirit and flare of NYC subcultures.”
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For the collaboration, Awake NY reimagined the British footwear brand’s 4-eye shoe by employing hair-on leather on the uppers, with one look executed in a vibrant green hue and the other in peony navy. Both iterations of the Lowell feature contrasting black oiled leather backstraps, tonal stitch detailing across the quarter and moc-toe vamp, comfort padded collars and gold star eyelets. The uppers sit atop Dr. Martens’ rugged smoke Ben outsoles with yellow welt stitching. For a customizable look, each pair comes with three sets of colored laces.
To promote the collaboration, they brands have created campaign inspired by Cumbia music, which is a Latin American music genre that originated in Colombia and is defined by its African, European and Amerindian influences.
The Awake NY x Dr. Martens Lowell collection arrives Dec. 6 via Drmartens.com and Awakenyclothing.com, as well as the Awake NY store in New York City and at select retailers. The shoes retail for $180.
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.
