As a member of the Gen Z community and someone who spends at least one day a week in Williamsburg contemplating how to update my wardrobe, in which I am rapidly losing interest, I can’t not visit any of the Awoke Vintage locations. It’s basically a high-quality vintage equivalent of Brandy; all the girlies shop here, and all the non-girlies too for that matter - about as non-girlie as a new Sylvester Stallone film crew taking over their main location on North 5th St for the day of our shoot.
The Bedford Ave location was the last stop for the day, which means those who knew which stores we planned to hit had plenty of time to sing Awoke’s praises. It’s true - in the midst of Y2K making a major comeback and Bella Hadid populating VOGUE articles and Instagram feeds with new trends to follow - this store is right on the money. And great price points too, for that matter. It’s the epitome of cute, contemporary accessibility that offers high quality vintage.
Awoke was born in Perth, Australia in 2006 before becoming part of the Brooklyn scene in 2012; a landmark in founder Liz Power’s quest to compile a selection of mid-range, cohesive, and overall ‘woke’ clothes for an ever-gentrifying Williamsburg scene. Since then, Power has opened three stores that each cater to a slightly different crowd, but all in the name of vintage. Happy ten years Awoke.
BSC: I feel like a lot of vintage stores are niche, because I mean, it's growing - the need and the want is growing. And so you have to sort of have a niche in order to be successful because you can't carry some of everything. So then you have to choose, and what do you do? I guess what I'm trying to ask, is it better to have a little bit of everything, or is it better to have a very specific collection?
Liz: I think when I first moved to NY from Australia 11 years ago ago, I noticed a bit of a gap in the market... There were all these incredible designer vintage stores and then there were excellent thrift stores where you might have to dig for a few hours to find gems, but it felt like it was missing that in-between space, curated vintage that was accessible. So we sort of positioned ourselves in that in-between space.
I'm not even sure if that was intentional, I think I was 25 and didn't really know what I was doing, so I just kinda made it up as I went along. Over the years I think one thing we have become known for is vintage denim. And being able to get our hands on beautiful vintage denim and helping people who come through our doors find the perfect pair of jeans for them.
BSC: What does it mean to you to see ‘vintage shopping’ really having become a thing over the past decade and subsequently put Williamsburg on the fashion map?
Liz: It's been so heartwarming to see the rise in popularity of vintage. I still remember when I first started selling vintage some people would come through the door and be disgusted by "wearing someone else's clothes". I remember serving a lady who was about to buy two dresses and when I told her about the history of them she threw them back at me and screamed some explicit stuff and stormed out.
I'm so grateful that mentality is behind us and I am so hopeful for Gen Z who shop with purpose and care about their consumption patterns much more than their older counterparts.
BSC: Where do you shop? Just a fun thing I always like to ask.
Liz: Ahhhh so many places I love, Bedford Vintage, Tired Thrift, Funny Pretty Nice, Malin, Rogue, Le Grand Strip. We are so blessed to have such great vintage in NYC.
BSC: Have you found the perfect pair of vintage jeans?
Liz: For myself? Too many. They take up 80% of my tiny NY closet!
BSC: Where do you see Awoke sitting in the vintage scene? What gap do you think it bridges for young people (especially) who are wanting to be trendy but at the same time developing a new level of consciousness for sustainability?
Liz: We are only a small store, but I like to think we are accessible to all. We have our $5 and $10 bins, $25 and under racks all the way through to our designer vintage pieces and vintage denim.
BSC: What do you think of second-hand clothing websites where the consumer chooses the piece without trying it on or feeling the material?
Liz: I'm pro any way to get your hands on vintage. If shopping online is more your jam - I think that's great! Anyway in which you are not contributing to more stuff being produced in the world is ace!
We sell via our Instagram Stories - often we ship to people who live in NYC but might be too busy to come into the store in person. Or to people who live out of state and still want to shop our collection.
BSC: Are there any more obscure vintage brands you know of that you wish people would fall in love with? More than just popular or mainstream brands that wind up trending.
Liz: Vintage Brands: this changes a lot, but I am really loving a lot of Italian vintage at the moment: Moschino, Miss Sixty and Miss Sixty's sister company Killah, Custo (from Barcelona).
BSC: Now that you’ve covered NYC, do you have any plans in the near future to expand to the LA area or out of the city?
Liz: . I would looooove to expand to LA. LA reminds me a lot of where I grew up in Australia, really makes me miss home! We have no plans to expand there, but whenever I am there I always stop by Markt in Silverlake. I knew both the owners when they lived in NYC and they have the most amazing store!
As a member of the Gen Z community and someone who spends at least one day a week in Williamsburg contemplating how to update my wardrobe, in which I am rapidly losing interest, I can’t not visit any of the Awoke Vintage locations. It’s basically a high-quality vintage equivalent of Brandy; all the girlies shop here, and all the non-girlies too for that matter - about as non-girlie as a new Sylvester Stallone film crew taking over their main location on North 5th St for the day of our shoot.
The Bedford Ave location was the last stop for the day, which means those who knew which stores we planned to hit had plenty of time to sing Awoke’s praises. It’s true - in the midst of Y2K making a major comeback and Bella Hadid populating VOGUE articles and Instagram feeds with new trends to follow - this store is right on the money. And great price points too, for that matter. It’s the epitome of cute, contemporary accessibility that offers high quality vintage.
Awoke was born in Perth, Australia in 2006 before becoming part of the Brooklyn scene in 2012; a landmark in founder Liz Power’s quest to compile a selection of mid-range, cohesive, and overall ‘woke’ clothes for an ever-gentrifying Williamsburg scene. Since then, Power has opened three stores that each cater to a slightly different crowd, but all in the name of vintage. Happy ten years Awoke.
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NYC Vintage: Awoke Vintage Helms a Y2K Takeover
January 5, 2023
FASHION & BEAUTY
Photographer: Alex Lockett
Article/Interview/Model: Camille Bavera
As a member of the Gen Z community and someone who spends at least one day a week in Williamsburg contemplating how to update my wardrobe, in which I am rapidly losing interest, I can’t not visit any of the Awoke Vintage locations. It’s basically a high-quality vintage equivalent of Brandy; all the girlies shop here, and all the non-girlies too for that matter - about as non-girlie as a new Sylvester Stallone film crew taking over their main location on North 5th St for the day of our shoot.
The Bedford Ave location was the last stop for the day, which means those who knew which stores we planned to hit had plenty of time to sing Awoke’s praises. It’s true - in the midst of Y2K making a major comeback and Bella Hadid populating VOGUE articles and Instagram feeds with new trends to follow - this store is right on the money. And great price points too, for that matter. It’s the epitome of cute, contemporary accessibility that offers high quality vintage.
Awoke was born in Perth, Australia in 2006 before becoming part of the Brooklyn scene in 2012; a landmark in founder Liz Power’s quest to compile a selection of mid-range, cohesive, and overall ‘woke’ clothes for an ever-gentrifying Williamsburg scene. Since then, Power has opened three stores that each cater to a slightly different crowd, but all in the name of vintage. Happy ten years Awoke.
BSC: I feel like a lot of vintage stores are niche, because I mean, it's growing - the need and the want is growing. And so you have to sort of have a niche in order to be successful because you can't carry some of everything. So then you have to choose, and what do you do? I guess what I'm trying to ask, is it better to have a little bit of everything, or is it better to have a very specific collection?
Liz: I think when I first moved to NY from Australia 11 years ago ago, I noticed a bit of a gap in the market... There were all these incredible designer vintage stores and then there were excellent thrift stores where you might have to dig for a few hours to find gems, but it felt like it was missing that in-between space, curated vintage that was accessible. So we sort of positioned ourselves in that in-between space.
I'm not even sure if that was intentional, I think I was 25 and didn't really know what I was doing, so I just kinda made it up as I went along. Over the years I think one thing we have become known for is vintage denim. And being able to get our hands on beautiful vintage denim and helping people who come through our doors find the perfect pair of jeans for them.
BSC: What does it mean to you to see ‘vintage shopping’ really having become a thing over the past decade and subsequently put Williamsburg on the fashion map?
Liz: It's been so heartwarming to see the rise in popularity of vintage. I still remember when I first started selling vintage some people would come through the door and be disgusted by "wearing someone else's clothes". I remember serving a lady who was about to buy two dresses and when I told her about the history of them she threw them back at me and screamed some explicit stuff and stormed out.
I'm so grateful that mentality is behind us and I am so hopeful for Gen Z who shop with purpose and care about their consumption patterns much more than their older counterparts.
BSC: Where do you shop? Just a fun thing I always like to ask.
Liz: Ahhhh so many places I love, Bedford Vintage, Tired Thrift, Funny Pretty Nice, Malin, Rogue, Le Grand Strip. We are so blessed to have such great vintage in NYC.
BSC: Have you found the perfect pair of vintage jeans?
Liz: For myself? Too many. They take up 80% of my tiny NY closet!
BSC: Where do you see Awoke sitting in the vintage scene? What gap do you think it bridges for young people (especially) who are wanting to be trendy but at the same time developing a new level of consciousness for sustainability?
Liz: We are only a small store, but I like to think we are accessible to all. We have our $5 and $10 bins, $25 and under racks all the way through to our designer vintage pieces and vintage denim.
BSC: What do you think of second-hand clothing websites where the consumer chooses the piece without trying it on or feeling the material?
Liz: I'm pro any way to get your hands on vintage. If shopping online is more your jam - I think that's great! Anyway in which you are not contributing to more stuff being produced in the world is ace!
We sell via our Instagram Stories - often we ship to people who live in NYC but might be too busy to come into the store in person. Or to people who live out of state and still want to shop our collection.
BSC: Are there any more obscure vintage brands you know of that you wish people would fall in love with? More than just popular or mainstream brands that wind up trending.
Liz: Vintage Brands: this changes a lot, but I am really loving a lot of Italian vintage at the moment: Moschino, Miss Sixty and Miss Sixty's sister company Killah, Custo (from Barcelona).
BSC: Now that you’ve covered NYC, do you have any plans in the near future to expand to the LA area or out of the city?
Liz: . I would looooove to expand to LA. LA reminds me a lot of where I grew up in Australia, really makes me miss home! We have no plans to expand there, but whenever I am there I always stop by Markt in Silverlake. I knew both the owners when they lived in NYC and they have the most amazing store!
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NYC Vintage: Awoke Vintage Helms a Y2K Takeover
HASSON
January 5, 2023
FASHION & BEAUTY
Photographer: Alex Lockett
Article/Interview/Model: Camille Bavera
As a member of the Gen Z community and someone who spends at least one day a week in Williamsburg contemplating how to update my wardrobe, in which I am rapidly losing interest, I can’t not visit any of the Awoke Vintage locations. It’s basically a high-quality vintage equivalent of Brandy; all the girlies shop here, and all the non-girlies too for that matter - about as non-girlie as a new Sylvester Stallone film crew taking over their main location on North 5th St for the day of our shoot.
The Bedford Ave location was the last stop for the day, which means those who knew which stores we planned to hit had plenty of time to sing Awoke’s praises. It’s true - in the midst of Y2K making a major comeback and Bella Hadid populating VOGUE articles and Instagram feeds with new trends to follow - this store is right on the money. And great price points too, for that matter. It’s the epitome of cute, contemporary accessibility that offers high quality vintage.
Awoke was born in Perth, Australia in 2006 before becoming part of the Brooklyn scene in 2012; a landmark in founder Liz Power’s quest to compile a selection of mid-range, cohesive, and overall ‘woke’ clothes for an ever-gentrifying Williamsburg scene. Since then, Power has opened three stores that each cater to a slightly different crowd, but all in the name of vintage. Happy ten years Awoke.
Oops! Something went wrong while submitting the form.
NYC Vintage: Awoke Vintage Helms a Y2K Takeover
January 5, 2023
FASHION & BEAUTY
Photographer: Alex Lockett
Article/Interview/Model: Camille Bavera
No items found.
As a member of the Gen Z community and someone who spends at least one day a week in Williamsburg contemplating how to update my wardrobe, in which I am rapidly losing interest, I can’t not visit any of the Awoke Vintage locations. It’s basically a high-quality vintage equivalent of Brandy; all the girlies shop here, and all the non-girlies too for that matter - about as non-girlie as a new Sylvester Stallone film crew taking over their main location on North 5th St for the day of our shoot.
The Bedford Ave location was the last stop for the day, which means those who knew which stores we planned to hit had plenty of time to sing Awoke’s praises. It’s true - in the midst of Y2K making a major comeback and Bella Hadid populating VOGUE articles and Instagram feeds with new trends to follow - this store is right on the money. And great price points too, for that matter. It’s the epitome of cute, contemporary accessibility that offers high quality vintage.
Awoke was born in Perth, Australia in 2006 before becoming part of the Brooklyn scene in 2012; a landmark in founder Liz Power’s quest to compile a selection of mid-range, cohesive, and overall ‘woke’ clothes for an ever-gentrifying Williamsburg scene. Since then, Power has opened three stores that each cater to a slightly different crowd, but all in the name of vintage. Happy ten years Awoke.
As a member of the Gen Z community and someone who spends at least one day a week in Williamsburg contemplating how to update my wardrobe, in which I am rapidly losing interest, I can’t not visit any of the Awoke Vintage locations. It’s basically a high-quality vintage equivalent of Brandy; all the girlies shop here, and all the non-girlies too for that matter - about as non-girlie as a new Sylvester Stallone film crew taking over their main location on North 5th St for the day of our shoot.
The Bedford Ave location was the last stop for the day, which means those who knew which stores we planned to hit had plenty of time to sing Awoke’s praises. It’s true - in the midst of Y2K making a major comeback and Bella Hadid populating VOGUE articles and Instagram feeds with new trends to follow - this store is right on the money. And great price points too, for that matter. It’s the epitome of cute, contemporary accessibility that offers high quality vintage.
Awoke was born in Perth, Australia in 2006 before becoming part of the Brooklyn scene in 2012; a landmark in founder Liz Power’s quest to compile a selection of mid-range, cohesive, and overall ‘woke’ clothes for an ever-gentrifying Williamsburg scene. Since then, Power has opened three stores that each cater to a slightly different crowd, but all in the name of vintage. Happy ten years Awoke.
BSC: I feel like a lot of vintage stores are niche, because I mean, it's growing - the need and the want is growing. And so you have to sort of have a niche in order to be successful because you can't carry some of everything. So then you have to choose, and what do you do? I guess what I'm trying to ask, is it better to have a little bit of everything, or is it better to have a very specific collection?
Liz: I think when I first moved to NY from Australia 11 years ago ago, I noticed a bit of a gap in the market... There were all these incredible designer vintage stores and then there were excellent thrift stores where you might have to dig for a few hours to find gems, but it felt like it was missing that in-between space, curated vintage that was accessible. So we sort of positioned ourselves in that in-between space.
I'm not even sure if that was intentional, I think I was 25 and didn't really know what I was doing, so I just kinda made it up as I went along. Over the years I think one thing we have become known for is vintage denim. And being able to get our hands on beautiful vintage denim and helping people who come through our doors find the perfect pair of jeans for them.
BSC: What does it mean to you to see ‘vintage shopping’ really having become a thing over the past decade and subsequently put Williamsburg on the fashion map?
Liz: It's been so heartwarming to see the rise in popularity of vintage. I still remember when I first started selling vintage some people would come through the door and be disgusted by "wearing someone else's clothes". I remember serving a lady who was about to buy two dresses and when I told her about the history of them she threw them back at me and screamed some explicit stuff and stormed out.
I'm so grateful that mentality is behind us and I am so hopeful for Gen Z who shop with purpose and care about their consumption patterns much more than their older counterparts.
BSC: Where do you shop? Just a fun thing I always like to ask.
Liz: Ahhhh so many places I love, Bedford Vintage, Tired Thrift, Funny Pretty Nice, Malin, Rogue, Le Grand Strip. We are so blessed to have such great vintage in NYC.
BSC: Have you found the perfect pair of vintage jeans?
Liz: For myself? Too many. They take up 80% of my tiny NY closet!
BSC: Where do you see Awoke sitting in the vintage scene? What gap do you think it bridges for young people (especially) who are wanting to be trendy but at the same time developing a new level of consciousness for sustainability?
Liz: We are only a small store, but I like to think we are accessible to all. We have our $5 and $10 bins, $25 and under racks all the way through to our designer vintage pieces and vintage denim.
BSC: What do you think of second-hand clothing websites where the consumer chooses the piece without trying it on or feeling the material?
Liz: I'm pro any way to get your hands on vintage. If shopping online is more your jam - I think that's great! Anyway in which you are not contributing to more stuff being produced in the world is ace!
We sell via our Instagram Stories - often we ship to people who live in NYC but might be too busy to come into the store in person. Or to people who live out of state and still want to shop our collection.
BSC: Are there any more obscure vintage brands you know of that you wish people would fall in love with? More than just popular or mainstream brands that wind up trending.
Liz: Vintage Brands: this changes a lot, but I am really loving a lot of Italian vintage at the moment: Moschino, Miss Sixty and Miss Sixty's sister company Killah, Custo (from Barcelona).
BSC: Now that you’ve covered NYC, do you have any plans in the near future to expand to the LA area or out of the city?
Liz: . I would looooove to expand to LA. LA reminds me a lot of where I grew up in Australia, really makes me miss home! We have no plans to expand there, but whenever I am there I always stop by Markt in Silverlake. I knew both the owners when they lived in NYC and they have the most amazing store!
Oops! Something went wrong while submitting the form.
Pink
frost
Thistle
brown
January 5, 2023
FASHION & BEAUTY
Photographer: Alex Lockett
Article/Interview/Model: Camille Bavera
Super talented stylist-turned-photographer Thistle Browne and stylist Heathermary Jackson — both in New Zealand during COVID-19 lockdowns — traveled to Rangitoto Island, a dormant volcano off the coast of Central Auckland, to shoot the new campaign for New Zealand jewelry designer Jasmin Sparrow. The shoot showcases Sparrow’s timeless gold and silver jewelry, and a beautiful collection of hand-beaded bras and skull caps designed with Glen Prentice. Models wore mainly vintage from Search and Destroy and Brownstone Cowboys’ collection, combined with some local, sustainable brands and New Zealand gumboots (rainboots).
Photography:Thistle Brown Styling:Heathermary Jackson Designers: Jasmin Sparrow and Glen Prentice Models: Charlotte Moffatt, Nina Katungi, Obadiah Russon
As a member of the Gen Z community and someone who spends at least one day a week in Williamsburg contemplating how to update my wardrobe, in which I am rapidly losing interest, I can’t not visit any of the Awoke Vintage locations. It’s basically a high-quality vintage equivalent of Brandy; all the girlies shop here, and all the non-girlies too for that matter - about as non-girlie as a new Sylvester Stallone film crew taking over their main location on North 5th St for the day of our shoot.
The Bedford Ave location was the last stop for the day, which means those who knew which stores we planned to hit had plenty of time to sing Awoke’s praises. It’s true - in the midst of Y2K making a major comeback and Bella Hadid populating VOGUE articles and Instagram feeds with new trends to follow - this store is right on the money. And great price points too, for that matter. It’s the epitome of cute, contemporary accessibility that offers high quality vintage.
Awoke was born in Perth, Australia in 2006 before becoming part of the Brooklyn scene in 2012; a landmark in founder Liz Power’s quest to compile a selection of mid-range, cohesive, and overall ‘woke’ clothes for an ever-gentrifying Williamsburg scene. Since then, Power has opened three stores that each cater to a slightly different crowd, but all in the name of vintage. Happy ten years Awoke.
BSC: I feel like a lot of vintage stores are niche, because I mean, it's growing - the need and the want is growing. And so you have to sort of have a niche in order to be successful because you can't carry some of everything. So then you have to choose, and what do you do? I guess what I'm trying to ask, is it better to have a little bit of everything, or is it better to have a very specific collection?
Liz: I think when I first moved to NY from Australia 11 years ago ago, I noticed a bit of a gap in the market... There were all these incredible designer vintage stores and then there were excellent thrift stores where you might have to dig for a few hours to find gems, but it felt like it was missing that in-between space, curated vintage that was accessible. So we sort of positioned ourselves in that in-between space.
I'm not even sure if that was intentional, I think I was 25 and didn't really know what I was doing, so I just kinda made it up as I went along. Over the years I think one thing we have become known for is vintage denim. And being able to get our hands on beautiful vintage denim and helping people who come through our doors find the perfect pair of jeans for them.
BSC: What does it mean to you to see ‘vintage shopping’ really having become a thing over the past decade and subsequently put Williamsburg on the fashion map?
Liz: It's been so heartwarming to see the rise in popularity of vintage. I still remember when I first started selling vintage some people would come through the door and be disgusted by "wearing someone else's clothes". I remember serving a lady who was about to buy two dresses and when I told her about the history of them she threw them back at me and screamed some explicit stuff and stormed out.
I'm so grateful that mentality is behind us and I am so hopeful for Gen Z who shop with purpose and care about their consumption patterns much more than their older counterparts.
BSC: Where do you shop? Just a fun thing I always like to ask.
Liz: Ahhhh so many places I love, Bedford Vintage, Tired Thrift, Funny Pretty Nice, Malin, Rogue, Le Grand Strip. We are so blessed to have such great vintage in NYC.
BSC: Have you found the perfect pair of vintage jeans?
Liz: For myself? Too many. They take up 80% of my tiny NY closet!
BSC: Where do you see Awoke sitting in the vintage scene? What gap do you think it bridges for young people (especially) who are wanting to be trendy but at the same time developing a new level of consciousness for sustainability?
Liz: We are only a small store, but I like to think we are accessible to all. We have our $5 and $10 bins, $25 and under racks all the way through to our designer vintage pieces and vintage denim.
BSC: What do you think of second-hand clothing websites where the consumer chooses the piece without trying it on or feeling the material?
Liz: I'm pro any way to get your hands on vintage. If shopping online is more your jam - I think that's great! Anyway in which you are not contributing to more stuff being produced in the world is ace!
We sell via our Instagram Stories - often we ship to people who live in NYC but might be too busy to come into the store in person. Or to people who live out of state and still want to shop our collection.
BSC: Are there any more obscure vintage brands you know of that you wish people would fall in love with? More than just popular or mainstream brands that wind up trending.
Liz: Vintage Brands: this changes a lot, but I am really loving a lot of Italian vintage at the moment: Moschino, Miss Sixty and Miss Sixty's sister company Killah, Custo (from Barcelona).
BSC: Now that you’ve covered NYC, do you have any plans in the near future to expand to the LA area or out of the city?
Liz: . I would looooove to expand to LA. LA reminds me a lot of where I grew up in Australia, really makes me miss home! We have no plans to expand there, but whenever I am there I always stop by Markt in Silverlake. I knew both the owners when they lived in NYC and they have the most amazing store!
Oops! Something went wrong while submitting the form.
NYC Vintage: Awoke Vintage Helms a Y2K Takeover
January 5, 2023
FASHION & BEAUTY
Photographer: Alex Lockett
Article/Interview/Model: Camille Bavera
As a member of the Gen Z community and someone who spends at least one day a week in Williamsburg contemplating how to update my wardrobe, in which I am rapidly losing interest, I can’t not visit any of the Awoke Vintage locations. It’s basically a high-quality vintage equivalent of Brandy; all the girlies shop here, and all the non-girlies too for that matter - about as non-girlie as a new Sylvester Stallone film crew taking over their main location on North 5th St for the day of our shoot.
The Bedford Ave location was the last stop for the day, which means those who knew which stores we planned to hit had plenty of time to sing Awoke’s praises. It’s true - in the midst of Y2K making a major comeback and Bella Hadid populating VOGUE articles and Instagram feeds with new trends to follow - this store is right on the money. And great price points too, for that matter. It’s the epitome of cute, contemporary accessibility that offers high quality vintage.
Awoke was born in Perth, Australia in 2006 before becoming part of the Brooklyn scene in 2012; a landmark in founder Liz Power’s quest to compile a selection of mid-range, cohesive, and overall ‘woke’ clothes for an ever-gentrifying Williamsburg scene. Since then, Power has opened three stores that each cater to a slightly different crowd, but all in the name of vintage. Happy ten years Awoke.
BSC: I feel like a lot of vintage stores are niche, because I mean, it's growing - the need and the want is growing. And so you have to sort of have a niche in order to be successful because you can't carry some of everything. So then you have to choose, and what do you do? I guess what I'm trying to ask, is it better to have a little bit of everything, or is it better to have a very specific collection?
Liz: I think when I first moved to NY from Australia 11 years ago ago, I noticed a bit of a gap in the market... There were all these incredible designer vintage stores and then there were excellent thrift stores where you might have to dig for a few hours to find gems, but it felt like it was missing that in-between space, curated vintage that was accessible. So we sort of positioned ourselves in that in-between space.
I'm not even sure if that was intentional, I think I was 25 and didn't really know what I was doing, so I just kinda made it up as I went along. Over the years I think one thing we have become known for is vintage denim. And being able to get our hands on beautiful vintage denim and helping people who come through our doors find the perfect pair of jeans for them.
BSC: What does it mean to you to see ‘vintage shopping’ really having become a thing over the past decade and subsequently put Williamsburg on the fashion map?
Liz: It's been so heartwarming to see the rise in popularity of vintage. I still remember when I first started selling vintage some people would come through the door and be disgusted by "wearing someone else's clothes". I remember serving a lady who was about to buy two dresses and when I told her about the history of them she threw them back at me and screamed some explicit stuff and stormed out.
I'm so grateful that mentality is behind us and I am so hopeful for Gen Z who shop with purpose and care about their consumption patterns much more than their older counterparts.
BSC: Where do you shop? Just a fun thing I always like to ask.
Liz: Ahhhh so many places I love, Bedford Vintage, Tired Thrift, Funny Pretty Nice, Malin, Rogue, Le Grand Strip. We are so blessed to have such great vintage in NYC.
BSC: Have you found the perfect pair of vintage jeans?
Liz: For myself? Too many. They take up 80% of my tiny NY closet!
BSC: Where do you see Awoke sitting in the vintage scene? What gap do you think it bridges for young people (especially) who are wanting to be trendy but at the same time developing a new level of consciousness for sustainability?
Liz: We are only a small store, but I like to think we are accessible to all. We have our $5 and $10 bins, $25 and under racks all the way through to our designer vintage pieces and vintage denim.
BSC: What do you think of second-hand clothing websites where the consumer chooses the piece without trying it on or feeling the material?
Liz: I'm pro any way to get your hands on vintage. If shopping online is more your jam - I think that's great! Anyway in which you are not contributing to more stuff being produced in the world is ace!
We sell via our Instagram Stories - often we ship to people who live in NYC but might be too busy to come into the store in person. Or to people who live out of state and still want to shop our collection.
BSC: Are there any more obscure vintage brands you know of that you wish people would fall in love with? More than just popular or mainstream brands that wind up trending.
Liz: Vintage Brands: this changes a lot, but I am really loving a lot of Italian vintage at the moment: Moschino, Miss Sixty and Miss Sixty's sister company Killah, Custo (from Barcelona).
BSC: Now that you’ve covered NYC, do you have any plans in the near future to expand to the LA area or out of the city?
Liz: . I would looooove to expand to LA. LA reminds me a lot of where I grew up in Australia, really makes me miss home! We have no plans to expand there, but whenever I am there I always stop by Markt in Silverlake. I knew both the owners when they lived in NYC and they have the most amazing store!
Oops! Something went wrong while submitting the form.
NYC Vintage: Awoke Vintage Helms a Y2K Takeover
January 5, 2023
FASHION & BEAUTY
Photographer: Alex Lockett
Article/Interview/Model: Camille Bavera
As a member of the Gen Z community and someone who spends at least one day a week in Williamsburg contemplating how to update my wardrobe, in which I am rapidly losing interest, I can’t not visit any of the Awoke Vintage locations. It’s basically a high-quality vintage equivalent of Brandy; all the girlies shop here, and all the non-girlies too for that matter - about as non-girlie as a new Sylvester Stallone film crew taking over their main location on North 5th St for the day of our shoot.
The Bedford Ave location was the last stop for the day, which means those who knew which stores we planned to hit had plenty of time to sing Awoke’s praises. It’s true - in the midst of Y2K making a major comeback and Bella Hadid populating VOGUE articles and Instagram feeds with new trends to follow - this store is right on the money. And great price points too, for that matter. It’s the epitome of cute, contemporary accessibility that offers high quality vintage.
Awoke was born in Perth, Australia in 2006 before becoming part of the Brooklyn scene in 2012; a landmark in founder Liz Power’s quest to compile a selection of mid-range, cohesive, and overall ‘woke’ clothes for an ever-gentrifying Williamsburg scene. Since then, Power has opened three stores that each cater to a slightly different crowd, but all in the name of vintage. Happy ten years Awoke.
BSC: I feel like a lot of vintage stores are niche, because I mean, it's growing - the need and the want is growing. And so you have to sort of have a niche in order to be successful because you can't carry some of everything. So then you have to choose, and what do you do? I guess what I'm trying to ask, is it better to have a little bit of everything, or is it better to have a very specific collection?
Liz: I think when I first moved to NY from Australia 11 years ago ago, I noticed a bit of a gap in the market... There were all these incredible designer vintage stores and then there were excellent thrift stores where you might have to dig for a few hours to find gems, but it felt like it was missing that in-between space, curated vintage that was accessible. So we sort of positioned ourselves in that in-between space.
I'm not even sure if that was intentional, I think I was 25 and didn't really know what I was doing, so I just kinda made it up as I went along. Over the years I think one thing we have become known for is vintage denim. And being able to get our hands on beautiful vintage denim and helping people who come through our doors find the perfect pair of jeans for them.
BSC: What does it mean to you to see ‘vintage shopping’ really having become a thing over the past decade and subsequently put Williamsburg on the fashion map?
Liz: It's been so heartwarming to see the rise in popularity of vintage. I still remember when I first started selling vintage some people would come through the door and be disgusted by "wearing someone else's clothes". I remember serving a lady who was about to buy two dresses and when I told her about the history of them she threw them back at me and screamed some explicit stuff and stormed out.
I'm so grateful that mentality is behind us and I am so hopeful for Gen Z who shop with purpose and care about their consumption patterns much more than their older counterparts.
BSC: Where do you shop? Just a fun thing I always like to ask.
Liz: Ahhhh so many places I love, Bedford Vintage, Tired Thrift, Funny Pretty Nice, Malin, Rogue, Le Grand Strip. We are so blessed to have such great vintage in NYC.
BSC: Have you found the perfect pair of vintage jeans?
Liz: For myself? Too many. They take up 80% of my tiny NY closet!
BSC: Where do you see Awoke sitting in the vintage scene? What gap do you think it bridges for young people (especially) who are wanting to be trendy but at the same time developing a new level of consciousness for sustainability?
Liz: We are only a small store, but I like to think we are accessible to all. We have our $5 and $10 bins, $25 and under racks all the way through to our designer vintage pieces and vintage denim.
BSC: What do you think of second-hand clothing websites where the consumer chooses the piece without trying it on or feeling the material?
Liz: I'm pro any way to get your hands on vintage. If shopping online is more your jam - I think that's great! Anyway in which you are not contributing to more stuff being produced in the world is ace!
We sell via our Instagram Stories - often we ship to people who live in NYC but might be too busy to come into the store in person. Or to people who live out of state and still want to shop our collection.
BSC: Are there any more obscure vintage brands you know of that you wish people would fall in love with? More than just popular or mainstream brands that wind up trending.
Liz: Vintage Brands: this changes a lot, but I am really loving a lot of Italian vintage at the moment: Moschino, Miss Sixty and Miss Sixty's sister company Killah, Custo (from Barcelona).
BSC: Now that you’ve covered NYC, do you have any plans in the near future to expand to the LA area or out of the city?
Liz: . I would looooove to expand to LA. LA reminds me a lot of where I grew up in Australia, really makes me miss home! We have no plans to expand there, but whenever I am there I always stop by Markt in Silverlake. I knew both the owners when they lived in NYC and they have the most amazing store!
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NYC Vintage: Awoke Vintage Helms a Y2K Takeover
January 5, 2023
FASHION & BEAUTY
Photographer: Alex Lockett
Article/Interview/Model: Camille Bavera
As a member of the Gen Z community and someone who spends at least one day a week in Williamsburg contemplating how to update my wardrobe, in which I am rapidly losing interest, I can’t not visit any of the Awoke Vintage locations. It’s basically a high-quality vintage equivalent of Brandy; all the girlies shop here, and all the non-girlies too for that matter - about as non-girlie as a new Sylvester Stallone film crew taking over their main location on North 5th St for the day of our shoot.
The Bedford Ave location was the last stop for the day, which means those who knew which stores we planned to hit had plenty of time to sing Awoke’s praises. It’s true - in the midst of Y2K making a major comeback and Bella Hadid populating VOGUE articles and Instagram feeds with new trends to follow - this store is right on the money. And great price points too, for that matter. It’s the epitome of cute, contemporary accessibility that offers high quality vintage.
Awoke was born in Perth, Australia in 2006 before becoming part of the Brooklyn scene in 2012; a landmark in founder Liz Power’s quest to compile a selection of mid-range, cohesive, and overall ‘woke’ clothes for an ever-gentrifying Williamsburg scene. Since then, Power has opened three stores that each cater to a slightly different crowd, but all in the name of vintage. Happy ten years Awoke.
BSC: I feel like a lot of vintage stores are niche, because I mean, it's growing - the need and the want is growing. And so you have to sort of have a niche in order to be successful because you can't carry some of everything. So then you have to choose, and what do you do? I guess what I'm trying to ask, is it better to have a little bit of everything, or is it better to have a very specific collection?
Liz: I think when I first moved to NY from Australia 11 years ago ago, I noticed a bit of a gap in the market... There were all these incredible designer vintage stores and then there were excellent thrift stores where you might have to dig for a few hours to find gems, but it felt like it was missing that in-between space, curated vintage that was accessible. So we sort of positioned ourselves in that in-between space.
I'm not even sure if that was intentional, I think I was 25 and didn't really know what I was doing, so I just kinda made it up as I went along. Over the years I think one thing we have become known for is vintage denim. And being able to get our hands on beautiful vintage denim and helping people who come through our doors find the perfect pair of jeans for them.
BSC: What does it mean to you to see ‘vintage shopping’ really having become a thing over the past decade and subsequently put Williamsburg on the fashion map?
Liz: It's been so heartwarming to see the rise in popularity of vintage. I still remember when I first started selling vintage some people would come through the door and be disgusted by "wearing someone else's clothes". I remember serving a lady who was about to buy two dresses and when I told her about the history of them she threw them back at me and screamed some explicit stuff and stormed out.
I'm so grateful that mentality is behind us and I am so hopeful for Gen Z who shop with purpose and care about their consumption patterns much more than their older counterparts.
BSC: Where do you shop? Just a fun thing I always like to ask.
Liz: Ahhhh so many places I love, Bedford Vintage, Tired Thrift, Funny Pretty Nice, Malin, Rogue, Le Grand Strip. We are so blessed to have such great vintage in NYC.
BSC: Have you found the perfect pair of vintage jeans?
Liz: For myself? Too many. They take up 80% of my tiny NY closet!
BSC: Where do you see Awoke sitting in the vintage scene? What gap do you think it bridges for young people (especially) who are wanting to be trendy but at the same time developing a new level of consciousness for sustainability?
Liz: We are only a small store, but I like to think we are accessible to all. We have our $5 and $10 bins, $25 and under racks all the way through to our designer vintage pieces and vintage denim.
BSC: What do you think of second-hand clothing websites where the consumer chooses the piece without trying it on or feeling the material?
Liz: I'm pro any way to get your hands on vintage. If shopping online is more your jam - I think that's great! Anyway in which you are not contributing to more stuff being produced in the world is ace!
We sell via our Instagram Stories - often we ship to people who live in NYC but might be too busy to come into the store in person. Or to people who live out of state and still want to shop our collection.
BSC: Are there any more obscure vintage brands you know of that you wish people would fall in love with? More than just popular or mainstream brands that wind up trending.
Liz: Vintage Brands: this changes a lot, but I am really loving a lot of Italian vintage at the moment: Moschino, Miss Sixty and Miss Sixty's sister company Killah, Custo (from Barcelona).
BSC: Now that you’ve covered NYC, do you have any plans in the near future to expand to the LA area or out of the city?
Liz: . I would looooove to expand to LA. LA reminds me a lot of where I grew up in Australia, really makes me miss home! We have no plans to expand there, but whenever I am there I always stop by Markt in Silverlake. I knew both the owners when they lived in NYC and they have the most amazing store!
Oops! Something went wrong while submitting the form.
NYC Vintage: Awoke Vintage Helms a Y2K Takeover
FASHION & BEAUTY
October 11, 2023
As a member of the Gen Z community and someone who spends at least one day a week in Williamsburg contemplating how to update my wardrobe, in which I am rapidly losing interest, I can’t not visit any of the Awoke Vintage locations. It’s basically a high-quality vintage equivalent of Brandy; all the girlies shop here, and all the non-girlies too for that matter - about as non-girlie as a new Sylvester Stallone film crew taking over their main location on North 5th St for the day of our shoot.
The Bedford Ave location was the last stop for the day, which means those who knew which stores we planned to hit had plenty of time to sing Awoke’s praises. It’s true - in the midst of Y2K making a major comeback and Bella Hadid populating VOGUE articles and Instagram feeds with new trends to follow - this store is right on the money. And great price points too, for that matter. It’s the epitome of cute, contemporary accessibility that offers high quality vintage.
Awoke was born in Perth, Australia in 2006 before becoming part of the Brooklyn scene in 2012; a landmark in founder Liz Power’s quest to compile a selection of mid-range, cohesive, and overall ‘woke’ clothes for an ever-gentrifying Williamsburg scene. Since then, Power has opened three stores that each cater to a slightly different crowd, but all in the name of vintage. Happy ten years Awoke.
Oops! Something went wrong while submitting the form.
NYC Vintage: Awoke Vintage Helms a Y2K Takeover
January 5, 2023
Fashion & Beauty
Photographer: Alex Lockett
Article/Interview/Model: Camille Bavera
As a member of the Gen Z community and someone who spends at least one day a week in Williamsburg contemplating how to update my wardrobe, in which I am rapidly losing interest, I can’t not visit any of the Awoke Vintage locations. It’s basically a high-quality vintage equivalent of Brandy; all the girlies shop here, and all the non-girlies too for that matter - about as non-girlie as a new Sylvester Stallone film crew taking over their main location on North 5th St for the day of our shoot.
The Bedford Ave location was the last stop for the day, which means those who knew which stores we planned to hit had plenty of time to sing Awoke’s praises. It’s true - in the midst of Y2K making a major comeback and Bella Hadid populating VOGUE articles and Instagram feeds with new trends to follow - this store is right on the money. And great price points too, for that matter. It’s the epitome of cute, contemporary accessibility that offers high quality vintage.
Awoke was born in Perth, Australia in 2006 before becoming part of the Brooklyn scene in 2012; a landmark in founder Liz Power’s quest to compile a selection of mid-range, cohesive, and overall ‘woke’ clothes for an ever-gentrifying Williamsburg scene. Since then, Power has opened three stores that each cater to a slightly different crowd, but all in the name of vintage. Happy ten years Awoke.
BSC: I feel like a lot of vintage stores are niche, because I mean, it's growing - the need and the want is growing. And so you have to sort of have a niche in order to be successful because you can't carry some of everything. So then you have to choose, and what do you do? I guess what I'm trying to ask, is it better to have a little bit of everything, or is it better to have a very specific collection?
Liz: I think when I first moved to NY from Australia 11 years ago ago, I noticed a bit of a gap in the market... There were all these incredible designer vintage stores and then there were excellent thrift stores where you might have to dig for a few hours to find gems, but it felt like it was missing that in-between space, curated vintage that was accessible. So we sort of positioned ourselves in that in-between space.
I'm not even sure if that was intentional, I think I was 25 and didn't really know what I was doing, so I just kinda made it up as I went along. Over the years I think one thing we have become known for is vintage denim. And being able to get our hands on beautiful vintage denim and helping people who come through our doors find the perfect pair of jeans for them.
BSC: What does it mean to you to see ‘vintage shopping’ really having become a thing over the past decade and subsequently put Williamsburg on the fashion map?
Liz: It's been so heartwarming to see the rise in popularity of vintage. I still remember when I first started selling vintage some people would come through the door and be disgusted by "wearing someone else's clothes". I remember serving a lady who was about to buy two dresses and when I told her about the history of them she threw them back at me and screamed some explicit stuff and stormed out.
I'm so grateful that mentality is behind us and I am so hopeful for Gen Z who shop with purpose and care about their consumption patterns much more than their older counterparts.
BSC: Where do you shop? Just a fun thing I always like to ask.
Liz: Ahhhh so many places I love, Bedford Vintage, Tired Thrift, Funny Pretty Nice, Malin, Rogue, Le Grand Strip. We are so blessed to have such great vintage in NYC.
BSC: Have you found the perfect pair of vintage jeans?
Liz: For myself? Too many. They take up 80% of my tiny NY closet!
BSC: Where do you see Awoke sitting in the vintage scene? What gap do you think it bridges for young people (especially) who are wanting to be trendy but at the same time developing a new level of consciousness for sustainability?
Liz: We are only a small store, but I like to think we are accessible to all. We have our $5 and $10 bins, $25 and under racks all the way through to our designer vintage pieces and vintage denim.
BSC: What do you think of second-hand clothing websites where the consumer chooses the piece without trying it on or feeling the material?
Liz: I'm pro any way to get your hands on vintage. If shopping online is more your jam - I think that's great! Anyway in which you are not contributing to more stuff being produced in the world is ace!
We sell via our Instagram Stories - often we ship to people who live in NYC but might be too busy to come into the store in person. Or to people who live out of state and still want to shop our collection.
BSC: Are there any more obscure vintage brands you know of that you wish people would fall in love with? More than just popular or mainstream brands that wind up trending.
Liz: Vintage Brands: this changes a lot, but I am really loving a lot of Italian vintage at the moment: Moschino, Miss Sixty and Miss Sixty's sister company Killah, Custo (from Barcelona).
BSC: Now that you’ve covered NYC, do you have any plans in the near future to expand to the LA area or out of the city?
Liz: . I would looooove to expand to LA. LA reminds me a lot of where I grew up in Australia, really makes me miss home! We have no plans to expand there, but whenever I am there I always stop by Markt in Silverlake. I knew both the owners when they lived in NYC and they have the most amazing store!
As a member of the Gen Z community and someone who spends at least one day a week in Williamsburg contemplating how to update my wardrobe, in which I am rapidly losing interest, I can’t not visit any of the Awoke Vintage locations. It’s basically a high-quality vintage equivalent of Brandy; all the girlies shop here, and all the non-girlies too for that matter - about as non-girlie as a new Sylvester Stallone film crew taking over their main location on North 5th St for the day of our shoot.
The Bedford Ave location was the last stop for the day, which means those who knew which stores we planned to hit had plenty of time to sing Awoke’s praises. It’s true - in the midst of Y2K making a major comeback and Bella Hadid populating VOGUE articles and Instagram feeds with new trends to follow - this store is right on the money. And great price points too, for that matter. It’s the epitome of cute, contemporary accessibility that offers high quality vintage.
Awoke was born in Perth, Australia in 2006 before becoming part of the Brooklyn scene in 2012; a landmark in founder Liz Power’s quest to compile a selection of mid-range, cohesive, and overall ‘woke’ clothes for an ever-gentrifying Williamsburg scene. Since then, Power has opened three stores that each cater to a slightly different crowd, but all in the name of vintage. Happy ten years Awoke.
BSC: I feel like a lot of vintage stores are niche, because I mean, it's growing - the need and the want is growing. And so you have to sort of have a niche in order to be successful because you can't carry some of everything. So then you have to choose, and what do you do? I guess what I'm trying to ask, is it better to have a little bit of everything, or is it better to have a very specific collection?
Liz: I think when I first moved to NY from Australia 11 years ago ago, I noticed a bit of a gap in the market... There were all these incredible designer vintage stores and then there were excellent thrift stores where you might have to dig for a few hours to find gems, but it felt like it was missing that in-between space, curated vintage that was accessible. So we sort of positioned ourselves in that in-between space.
I'm not even sure if that was intentional, I think I was 25 and didn't really know what I was doing, so I just kinda made it up as I went along. Over the years I think one thing we have become known for is vintage denim. And being able to get our hands on beautiful vintage denim and helping people who come through our doors find the perfect pair of jeans for them.
BSC: What does it mean to you to see ‘vintage shopping’ really having become a thing over the past decade and subsequently put Williamsburg on the fashion map?
Liz: It's been so heartwarming to see the rise in popularity of vintage. I still remember when I first started selling vintage some people would come through the door and be disgusted by "wearing someone else's clothes". I remember serving a lady who was about to buy two dresses and when I told her about the history of them she threw them back at me and screamed some explicit stuff and stormed out.
I'm so grateful that mentality is behind us and I am so hopeful for Gen Z who shop with purpose and care about their consumption patterns much more than their older counterparts.
BSC: Where do you shop? Just a fun thing I always like to ask.
Liz: Ahhhh so many places I love, Bedford Vintage, Tired Thrift, Funny Pretty Nice, Malin, Rogue, Le Grand Strip. We are so blessed to have such great vintage in NYC.
BSC: Have you found the perfect pair of vintage jeans?
Liz: For myself? Too many. They take up 80% of my tiny NY closet!
BSC: Where do you see Awoke sitting in the vintage scene? What gap do you think it bridges for young people (especially) who are wanting to be trendy but at the same time developing a new level of consciousness for sustainability?
Liz: We are only a small store, but I like to think we are accessible to all. We have our $5 and $10 bins, $25 and under racks all the way through to our designer vintage pieces and vintage denim.
BSC: What do you think of second-hand clothing websites where the consumer chooses the piece without trying it on or feeling the material?
Liz: I'm pro any way to get your hands on vintage. If shopping online is more your jam - I think that's great! Anyway in which you are not contributing to more stuff being produced in the world is ace!
We sell via our Instagram Stories - often we ship to people who live in NYC but might be too busy to come into the store in person. Or to people who live out of state and still want to shop our collection.
BSC: Are there any more obscure vintage brands you know of that you wish people would fall in love with? More than just popular or mainstream brands that wind up trending.
Liz: Vintage Brands: this changes a lot, but I am really loving a lot of Italian vintage at the moment: Moschino, Miss Sixty and Miss Sixty's sister company Killah, Custo (from Barcelona).
BSC: Now that you’ve covered NYC, do you have any plans in the near future to expand to the LA area or out of the city?
Liz: . I would looooove to expand to LA. LA reminds me a lot of where I grew up in Australia, really makes me miss home! We have no plans to expand there, but whenever I am there I always stop by Markt in Silverlake. I knew both the owners when they lived in NYC and they have the most amazing store!
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