For designer Áwet Woldegebriel, the secret to a successful fashion brand lies in its vibrant community.
Some people have trouble finding what fuels them in life. Others discover their purpose by chance, and remain fired up through the inevitable ebbs and flows that come with sharing their passion with the masses. Áwet Woldegebriel fits into the latter category.
The designer’s eponymous brand, ÁWET New York, which debuts a new capsule collection with Equinox today, was not a venture that was meticulously planned out years in advance; its 2020 inception stemmed from a desire to help struggling garment workers in New York City at the height of the pandemic, a time that saw over 5,000 businesses close their doors.
“They couldn't work from home, they couldn't Zoom in to be a tailor. I was thinking about them, and my curiosity got a hold of me,” says Áwet, a refugee from Eritrea, whose late father, Goitom, was a tailor. “I never thought about fashion before. I don’t think I would have thought about tailors if I didn't have a tailor father.”
And so, Áwet began his outreach. After Googling garment houses in New York, he called one up and asked if they’d be interested in helping to create “the best hoodie on the market.” The goal? To donate 100 percent of the sales from their first collection, poignantly titled A Promise to New York, to the garment house that helped produce it.
They agreed, and three months later, ÁWET New York was born. The move would go on to protect the livelihood of dozens of workers who were on the brink of losing their jobs.
ÁWET New York prides itself in creating “livewear,” a term trademarked by the brand that succinctly describes each one of their consciously-made, lightweight, and cloud-like designs. Although these items, which range from hoodies and sweaters to cardigans and cotton shirts, may look cozy — and they are — they shouldn’t be classified as loungewear, says the CEO and founder. “Livewear is at the core of what we are,” explains Áwet. “We make things that you can't live without, that are very essential to everyday living.”
In essence, ÁWET New York is rooted in community. Without their unwavering commitment to giving back and prioritizing the hardworking people behind the scenes, the brand would not be what it is today.
“[ÁWET New York] is about celebrating community, celebrating people, and making sure that we're there for each other,” says Áwet, whose lauded label has garnered the support from fashion industry vets and high-profile influencers like Noah Beck. “This brand's inception has been very universally genuine from the start. It feels so good to continue that with partnerships and relationships that we keep building.”
Ahead, Equinox+ chats with Áwet about his latest collaboration with Equinox, his creative process, and his deepest desires for the brand. (Interview has been edited for length and clarity.)
Tell us about your experience creating a capsule collection with Equinox.
Áwet: “We wanted to make sure that the collection and pieces spoke to the idea that you're constantly having to evolve, you constantly have to adapt throughout your day. Throughout my day, I'm literally in a car, on a bike, off to work out at Equinox, and then take a meeting in the lobby there. I have to make sure that my wardrobe helps me do all of that. I wanted to really answer that question for people like me, who are just always on the go and are constantly moving. I wanted a collection that not only matched the soft-tailoring ethos that we have as a brand, but really satisfies the idea of movement — that we're constantly having to go forward.
“I’m so excited. With this new collection, we expand our G District Hoodie with a new color that's exclusive to Equinox; a new venture for us — a crop top hoodie, which we have not had at all since our beginning.”
How do you feel your roots have played a part in your success?
Áwet: “In so many ways, we are the ones who can move our generations before us forward, and it's because of the power from them. I think about that a lot. I came to the U.S. as a refugee, having lived in refugee camps for two years. One thing that I understand just having lived here, and having the opportunity to live in this country the way that I am — I know how privileged I am to get all these experiences and all these opportunities. I think about my late father a lot. I think about the generations before him. I'm just so incredibly grateful that I can go for my dreams, and I can also make a bigger impact than I ever could anywhere else.”
What questions would you say ÁWET New York answers?
Áwet: “Let me start by saying this: The world doesn't need another clothing brand, period. It doesn't. What the world does need is ways to connect with each other, ways to move each other forward, ways to feel connected with people at a time when we're more unconnected than ever. I think about our brand, and how we have started, and how we continue to build community, and just the diverse nature of how we support causes — people want to know that the brands they are associating with care about bringing people together, being a bridge to things rather than just being a commerce center.”
What is the hardest part about your creative process?
Áwet: “You can be very creative, but you also have to always remind yourself that you are running a business. Sometimes both are at odds with each other, and so the tricky part is making sure that they're aligned. Other than that, having started with such an iconic piece, which is the hoodie, I know I will never forgo comfort for anything. There's a way to make sure you always look sharp, with comfort in hand. You don't have to forgo that level of comfort just to look a certain level of chic. That's one thing that I adhere to in my creative process. [I ask myself,] ‘Is this comfortable? Is this something that someone can live in, and not feel constrained?’ That goes from our button-ups to our pants to our seating. How do we make sure that everything is about soft tailoring?”
What is your deepest desire for ÁWET New York?
Áwet: “My deepest desire is to continue to grow this brand in the most authentic way, making people feel like they have a space and place in our brand, whatever their background is. Our biggest power is the diversity of our community. [Our customer base] is split 49 percent women and 51 percent men, and that’s with being a genderless brand for the past three years. Next year is going to be the first year we have a complete split of women's silhouette pieces. Having done that is one thing I want to continue to grow in my deepest desires — that this becomes a brand that helps people become their authentic self. It becomes a symbol of how to genuinely have a business that can thrive, do well, and be profitable while putting people first, by putting causes at the forefront. I think that if we could do that, then we're in a very good place as a brand.”
How does your Equinox membership enhance your life in New York City?
Áwet: “So, starting out as a brand, I didn't have an office. And the biggest thing for me was that Equinox spaces served as my office. And also, on top of that, I am taking meetings all over the city. My central hub is always where the nearest Equinox is because at least I know that I have a space I can take a call, and then, after that, maybe squeeze in a workout. The Clubs are set for people who are constantly on the go, and I think that's a very cool thing about Equinox.”
The new ÁWET New York x Equinox capsule collection is available to shop now.
