Ever since Awake NY opened its Lower East Side flagship in May, the Angelo Baque-led streetwear imprint has been serving up Rocky’s Matcha to the city’s downtowners with its full-service, in-store bar. Now, the fashion label is expanding its partnership with the premium matcha purveyor through an energized collaboration.<\/p>\n
Previously, Rocky’s Matcha concocted an exclusive flavor for Awake NY’s year-round counter: a single cultivar samidori matcha that is shade-grown, hand-picked and stone-milled in Uji, Japan, from award-winning producer Mr. Kiyoharu Tsuji. Celebrating this special relationship, Awake NY has crafted a full range of apparel and a signature tumbler, inspired by Rocky’s refined approach to matcha-making.<\/p>\n
The collection includes a selection of hoodies and T-shirts, boasting a blue, dual-branded motif that sees Awake’s signature “A” branding merge with a hot cup of Rocky’s-labeled matcha. Caps, too, house the aforementioned illustration, and the tumbler, which comes in white, hosts the iconography on its side.<\/p>\n
Awake NY will celebrate the launch of its Rocky’s Matcha collaboration at its Lower East Side outpost, located at 62 Orchard Street, on Saturday November 4. The collection will be available to purchase in-store at 12 p.m. ET that day, and the kick-off event will begin at 2 p.m. ET. Take a closer look at the collaboration in the gallery above.<\/p>\n