We are only 3 weeks into the year and it has already been crazy! If you’ve been following us on social media you know how its been going but for everyone else in the tribe listen to this! 

We’ve had a WILD week so far. The legendary and insanely talented Big K.R.I.T rocked our Aware Humans varsity jacket during his show at Art Beats and Lyrics in ATL! I’m sure you can imagine our excitement; we had to make a reel immediately. It means a lot to see our merch on aware humans that have always been part of our tribe in our heads. Check out how he shut the stage down! 

View post here!

We also had one of the main characters from CBS’s hottest TV show, The Neighborhood, wear one of our pieces during the show! Seeing our clothing on the national stage at prime time hit different. If you missed it you gotta check out this reel! 

View post here! 

This is just the beginning of the year and we have A LOT of great things in store for the tribe and the world. We appreciate all the love and support you all have given us so far. The Universe wants us to win and we are going to continue to put in the hard work to do just that. Stay aware! 

For the last stop on our HBCU tour we had to bring it home to Mother Tuskegee!

With 2 out of 3 of our leadership team being Tuskegee graduates we knew it would be a homecoming to remember. And it was!

The team met up in ATL and hit the Alumni party at The Bank to kick off the festivities. The energy was high and you could feel it as soon as you got in the parking lot. Everyone was excited to see each other and catch a vibe inside. We partied all night even though we knew we would pay for it in the morning. We aren’t as young as we used to be!

The next morning we hit the road to Tuskegee Alabama and after a smooth ride we pulled up on campus and set up on the Ave. We found a spot right in the center of the Ave, it was almost like it was waiting for us. After a couple of minutes we were set up and ready to get it going. The tent was super active and before the day was done we sold out of our exclusive Tuskegee is Aware tee! The tee was a hit not only with the younger crowd but also the older folks too!

Day 2 we found a not so secure spot on the lawn of Logan Hall. A few vendors told us that the fire department wanted the area clear but we trusted the divine guidance of the whole trip and decided to take a chance and set up shop (111 energy).  Not only did we get the okay to stay there, it ended up being the perfect spot for everyone to see us! So many people came to our tent looking for the exclusive TU tee, and were disappointed it was sold out but joined our emailing list for the restock update (available now!!)  It was so dope to connect with old friends as well as add new people to the tribe. There was so much going on from the music to the vendors to the band and crowd that it was almost too much to take in at once. Now that the homecoming numbers are coming in you can see that TU had one of the best homecomings this year. It was one for the books! 

Look through some of these pics to get a feel of the weekend. Official content is live on our IG page!

 TU IS AWARE 👁

We on tour!!

If you’ve seen the promos lately you know we are on our very first HBCU tour! For the first stop you know we had to double back to ATL and hit Clark Atlanta University!

On Thursday we were welcomed to our vending station on the Promenade and immediately set up shop. The students and faculty were all very interested in our brand, especially after seeing the exclusive Clark Atlanta is Aware tee. We had some very deep and dope engagement across the board! Even some high school students on their own HBCU tour came over to our table and caught some vibes with us.

(High school students at our table)

For the next two days it was amazing to see all the current students and alumni come over to us to buy and show us how they put their fits together. We were hyped!

And the content! We were able to do quick interviews with different students, faculty and we have some surprises that we can’t wait for you to see.

Check out the pics below of some of the fits!

CLARK ATLANTA IS AWARE!

Last weekend we hit CultureCon in NYC and it was a vibe!

For those of you who don’t know, CultureCon has been an amazing gathering in Brooklyn of black creatives, thinkers and business owners for the past few years. It serves as a homecoming of sorts for a lot of us who are working to intentionally shape this culture that we love and hold dear. This year was the biggest so far and they did not disappoint!

From the various panels, to the activations, food trucks and vendors, everything was ultra black and it felt inspiring and empowering.

Drew and Omar drove from Detroit to NYC, we had to make sure our collective presence was felt; and it was! We got a lot of love on the brand and the work we are doing. We saw a lot of friends and met some dope new people too. We think it’s safe to say CULTURECON IS AWARE👁

If you are a creative in the New York area make sure you tap in next year! You’ll definitely see us there.

Stay aware!

ATLANTA IS AWARE

It’s has been an eventful August in Atlanta! This city has a special place in the heart of the brand and August solidified that even more for us.

To give some context, ATL was home for our CEO Drew Sanders for 8 years. They were the first city to really be exposed to the brand back in 2017. Atlanta was the home of our first photoshoot, first printer, embroider etc, so it’s only right that we brought it back to the 404 for some pop ups this month.

Everything started with Aware Brand being invited by Foot Locker to attend investfest and meet the homegrown brands in the A. The love and energy was real! We were greeted with open arms and excitement about what the future can possibly hold. Y’all stay tuned!

Our official pop up was the following weekend at black owned brewery Atlantucky. Shout to the Nappy Roots for lending us their amazing space to pop up in! We released our exclusive Atlanta is Aware tee there and the people saw it online during promo and pulled up on us in real life to get it. After shopping and listening to a fireside chat with the founders the audience had the opportunity to ask questions and they asked some really insightful and dope questions! This let us know that our tribe in ATL really rock with us and are engaged and tuned in with the brand.

We headed to APT4B for a post pop up celebration and were welcomed beautifully by the staff there. The energy was high, food was amazing. We danced laughed and had a great time. We even sold some merch to the bartenders! Everything was working for our benefit in a divinely aligned way.

It’s only right we kept the vibes going! This past weekend we popped up for two days at the popular AEBL Championship Basketball games.

Again, our main attraction was the ATL city tees and the tribe did not disappoint. If you follow us on Instagram you saw how many people were excited to show support and rock the tee. Big shout to Jah Rawlings for allowing us to use the space to activate! Shout to all the ATLiens who pulled up, shared the flyers, and showed us love. We appreciate it! For anyone who missed getting the tees, they are available online now!

It’s definitely safe to say ATLANTA IS AWARE👁

If you grew up in the blog era you most likely have feelings of inspiration and excitement attached to this image.


(Pictured: Don C, Taz Arnold, Chris Julian, Kanye West, Fonsworth Bentley, and Virgil Abloh at Paris fashion show in 2009)

And although South Park used it for satire on their show; back in 2009 this was a special moment for many black creatives. This picture is full of legends that have all done and continue to do amazing things individually. To witness everyone’s trajectory from this moment to now is nothing short of inspirational. This picture made us all envision ourselves pulling up to Paris with our crew. This past weekend we were able to tap in with the man holding the Louis Vuitton luggage: the legendary Don C.

We were invited by Foot Locker to attend a private event to celebrate Don C’s launch of his ALL CITY collection and collaboration with Foot Locker. We were hyped! The event was centered around a conversation between Laura Stylez from Hot 97 and Don C himself. They talked about his early design inspirations and how sneaker culture and sports have always influenced his approach to fashion.

A treasure chest of gems mixed with introspective jokes kept all of us engaged and in the moment. After the conversation Don C took his time talking to all the young creatives in the building. 

It was dope to reconnect with friends of The Aware Brand to share our successes and lessons learned. We were also able to tap in with other brands and people who are killing it out here. Everyone was empowering one another all night, it was a vibe.

(@pericolimited)

(@jaetips)

Building a brand can be very frustrating and exhausting sometimes which makes it that much more important to celebrate the wins. From launching at Dose Detroit to our birthdays to the GQ feature as well as some behind the scenes stuff, November has been a big month for us! We are growing and more and more people are seeing it.

 Meeting Don C is definitely one of the highlights of the year so far. He said he likes the brand and followed our IG on the spot. Crazy! It was a full circle moment to be appreciated by someone who has shaped so much of the streetwear culture. It lets us know we are moving in the right direction. 

Shout out to Foot Locker for inviting us and gifting us some gear from the new collection!


(Photos from Richard’s phone and Foot Locker NYC. Photographer @calligrafist ) 

Chi town was good to us! Again.

Chicago has had a significant influence on the awareness journey of our team. Historically of course you have the Moorish Science Temple of America, which was one of the earliest groups that helped black people in America expand how we viewed ourselves. Then you have the musical influence of Earth Wind and Fire, Herbie Hancock, Common, Kanye, and many others, to the dope fashion scene cultivated by legends like Don C and Virgil Abloh, and last but definitely not least, the Chicago Bulls. All of these influences make Chicago an attractive city to visit. On a more personal note, our team’s consciousness has been shaped a great deal by the spiritual influence of people like Dr Delbert Blair, Rev Gaylon McDowell and Lola Wright. All of these factors make Chicago special to us, so we had to make it an early stop on our Global Awareness pop up tour!

This past weekend we popped up at the super dope streetwear store Iridium 77, it was a vibe!

We had the opportunity to connect in real life with friends we’ve made during the pandemic and we also made some new connections that we are excited about growing. We also dropped an exclusive tee for our Chicago tribe that is still available online! 

The weekend in the Chi just reminded us of something we already know and believe:

CHICAGO IS AWARE👁



Growing up in the same building in Spring Valley NY, we were always into art, fashion and music. When it came to clothes, our love for hats is something neither of us could have guessed would be the thing to make us go into business together. Life is funny like that.

Before a website or Instagram page, hats were the first items introducing everyone to the brand in 2017. We were wearing the hats and “selling them out the trunk”; we wanted to see if people would actually buy them, and they did. The message of self awareness and self love spoke to people in a real way and it didn’t take long for us to realize we really had something on our hands.

Whenever we talk about Aware, Drew always talks about getting the initial download from the Universe to start the brand, and that it came to him in the wee hours of the morning-“God’s hour”. There are so many ideas freely floating around in the atmosphere, and we have to be on a certain frequency to catch them. On that morning, at God’s hour, a seed to change our lives was planted.

Now to the juice! We are sure you’re thinking: How in the world did two guys from Spring Valley get their brand in 13 Foot Locker stores??!

The plan was always to touch the people, and we started 2020 with a couple of pop ups before Covid came and shook everything up. We hit the Pandora headquarters in NYC for their Black History marketplace experience AND killed Detroit’s “In The Streets” pop up at the Foot Locker in Eastpointe. In the same month! And it was the pictures and content from that Foot Locker pop up that caught the eyes of some important people on the corporate side of Foot Locker. After a couple of meetings we decided to bet on ourselves and take a chance!







We started with two stores last year, now we are in 13, and only looking to grow more and more. If you ever needed confirmation to trust your vision and follow it, look no further than us. That message from the Universe has the potential to completely change your life. Honor it and work hard.

Check the stores we are in!



Our hometown Spring Valley has been aware, and now Foot Locker is AWARE👁!