Awake NY Drops 50 One-of-One Custom Nuptse Jackets

Awake NY, the New York streetwear label, put 50 custom Nuptse jackets on sale at its flagship on Saturday, Oct. 17, between 6 and 9 p.m. Each piece is built on The North Face's Nuptse puffer and reworked by hand, so no two are alike.

The sale ran first come, first served, with every jacket priced at $456. With only 50 pieces and a three-hour window, the format rewarded people who showed up early. There was no reservation or advance lottery. Buyers took their pick in store, in the order they arrived.

The brand announced the drop the day before on its official Instagram account, tagging The North Face along with two creator accounts. Its message was simple: 50 Nuptses, all custom made, each one of a kind.

The Nuptse has a long run in New York style. It started as 1990s outdoor gear and became a staple of hip-hop and streetwear wardrobes, and brands have been remaking and customizing it for years. For anyone shopping for a cold-weather piece this fall, a reworked one-off like this offers a way to stand out from the standard colorways on the rack.

Awake NY's later releases are posted on the brand's website, awakenyclothing.com, and on its Instagram account.