ALWAYTH for WAKE. Snapback Cap Color: Dark Navy Size: Free WAKE. Opened in 2019, WAKE. is located at the western end of Minami 3-jo, a shopping area in Sapporo, and is run by Genya Omata, the representative of TARMAC. "The pandemic hit six months after we opened. The trials came sooner than I expected," he says with a playful grin. Many shops and brands quickly set up e-commerce and live streaming back then, but WAKE. chose the opposite path. They stuck to in-store sales during the pandemic and didn't sell online. As a result, customers from inside and outside Hokkaido flocked to the store, forming lines, seeking exclusive items only available there. Before becoming independent, Representative Omata worked at the Sapporo shop "UNPLUGGED" and has built a Sapporo street community, including friends and customers from that time. ALWAYTH ALWAYTH (allweatherproof) is an all-weather brand that has collaborated with and directed numerous fashion brands, with much of its functionality remaining a mystery. #merces_hokkaido #merces_headwear Wake Always Collaboration Baseball Cap Souvenir Cap Hat Snapback Dark Navy