Throwing Fits: The Hugo Mendoza Interview

Release Date: February 9, 2026
Guest: Hugo Mendoza (Brand Director, Awake NY)
Hosts: Throwing Fits

Overview

This episode features a lively, wide-ranging interview with Hugo Mendoza, brand director of Awake NY and a fixture in the New York streetwear, nightlife, and food scenes. The conversation reflects on Hugo's style journey, the evolution of streetwear, the importance of authentic community in fashion, the essential role of food and wine in his life, and plenty of irreverent humor. Fans of streetwear, New York culture, insider fashion talk, and food/wine heads will find much to enjoy.

Key Discussion Points & Insights

Punctuality, Paris, and Dining (00:45 - 05:30)

• Punctuality in New York Dining:
  Hugo shares how he values being on time for restaurant reservations, both out of respect and so he can linger—especially at spots where he knows staff.

• Life-Changing Paris Dinner:
  Hugo recounts a transformative 22-bottle wine dinner in Paris with industry friends, including Guillaume Berg and Gu Israel (Stüssy).

  "We sat at this restaurant from, I think it was like 2pm till 3 in the morning." (03:23, Hugo)
  The experience changed how he approaches leisurely dining.

• Sense of Community & Inclusion:
  Big dinners became about revolving doors of friends, community, and new connections.

Fit Check & Style Evolution (05:19 - 08:23)

• Current Outfit Details:

  • Legacy Quest boots, Double RL jeans & thermal, custom Cartier earring, custom gold jewelry, Ceeze hoodie, tailored overcoat.
  • “Getting a good tailor is so key ... too many guys think they can just buy it online and look like the model—you are an ugly, misshapen lump.” (08:20, Host 1)
  • Cicada-like clothing cycle: Hugo changes up his closet seasonally, focuses on tailoring and personal fit over trends.

• Tailoring & Growing Taste:
  Hugo now regularly takes clothes to a tailor and leans into comfort and confidence over fashion “rules.”

  “I've reached the point in my style journey where I don't really give a fuck.” (05:59, Hugo)

Food, Restaurants, and Dining Philosophy (10:09 - 14:29)

• International Eats in Paris:
  Recommends seeking out non-French food—Mexican (Tarantula), Vietnamese (Lao CM), West African restaurants—as Paris standouts.

• NYC Food Shout-Outs:

  • Wild Cherry (“Burger is great. Chicken and fries is great” (13:20, Hugo))
  • Smithereens, Penny (“top right now is Wild Cherry, just, I love the vibe” (13:52))

• Observation:
  Many so-called “fashion cool guys” have bad taste in food, both in Paris and NY.

Role at Awake NY (14:35 - 20:34)

• Job Definition:
  Hugo works closely with founder Angelo Baque on design, “energy,” programming for the store, and acting as “eyes and ears to the streets” (15:02).
  Awake’s community focus is real, with the space open for local kids’ events.

• Trust & Equity in Brand:
  Hugo was empowered from the jump and given equity:

  "When you have young people you want to empower, you should really empower them ... give them opportunity to feel like they're actually part of this shit." (19:55, Hugo)

• Favorite Awake Event:
  Most memorable were free concerts (Live from Awake NY) and a raucous block party (“that was the best store opening I've ever been to ... there was such a great balance of OG New York and new New York”). (17:28, Hugo)

State of Streetwear (25:33 - 28:53)

• Current Energy:
  Streetwear’s in a “vacuum” moment post-resale boom.

  “Now specifically it's time for the little guy per se ... like, brands that can really wake up and just do whatever they want.” (26:37, Hugo)

• Awake’s Approach:
  Remains nimble, open to programming and collaborations at a moment’s notice.

• Dream Collaborations:
  On booking musical acts:

  “No artist is unreachable ... if you as an artist have the opportunity to reach a grassroots, real demographic in New York, why wouldn't you?” (29:44, Hugo)

Communities, Friendship & Influence (32:14 - 39:40)

• Giving Credit to Friends:
  Hugo spotlights brands run by friends: Clint (Corteiz), Tremaine (Denim Tears), Cease, and others.

  “That's who I respect ... just seeing it up close, you see the work that's put in.” (39:36, Hugo)

• On Street Style:
  Advocates for individuality and letting “kids have fun” regardless of trends or silhouettes; doesn’t hate on skinny jeans or baggy fits.

• “Hating” as Fun:
  Hugo admits to being a stylish hater, mostly about food and nightlife (“I'm hating on people's taste in restaurants.” 42:14)

New York Nightlife Needs (43:38 - 44:50)

• Criticism of Manhattan Nightlife:
  Calls for more dance-focused, music-diverse clubs (“More hip hop and R&B in the clubs ... sometimes I want to sing some shit, you know.” 43:36)

The Work-Life Balance & Daily Routine (22:30 - 24:09)

• Embedded Career:
  No clean “work-life balance” for Hugo—it’s all blended and lived.
  “We love what we do. We enjoy it.”

Family & Next Generation (23:13 - 25:33)

• Raising the Next Wave:
  Hugo’s son is into “cool clothes”—especially Stüssy, thanks to early memories in the shop (24:23).

Fashion Icons, Brands, and the Inside Game (32:19 - 36:09)

• Who Moves Streetwear?
  “Of course, Angelo [Baque]. Clint [Corteiz]. Tremaine [Denim Tears] ... all real ones.” (33:00)

• On Early Corteiz Era:
  Relates to being in on the ground floor with Clint and seeing the rise.

Wine, Food, and the Joys of Living (54:07 - 60:26)

• Wine Philosophy:
  Loves wine for enjoyment, not snobbery—favorites include Patrick Bouju, and collaborating friends like Jorge, the “wine dog” from the Frenchette group.

• On Subtle Racism in Fine Dining:

  “I like to unzip my pants and drop my nuts right on the table.” (56:05, Hugo)

• Hangover Cure:
  Chinese food, chopped chicken wings, and a cold Coke, plus preemptive Liquid IV (52:36).

Style, Buying, and Tailoring (60:40 - 72:33)

• Wardrobe Habits:
  Hugo buys suits from Giovaka in Montreal (double-breasted enthusiast; five suits and counting).
  Invests primarily in footwear—especially boots and functional army surplus (“people think they’re Prada, but they’re $80 army boots” 76:39).

• Sentimentality:
  Not sentimental about possessions—rotates closet quarterly, gives away or sells a lot.

• Importance of Tailoring:
  “It’ll change your whole outlook on how clothes are supposed to fit.” (88:44)

Personal Recommendations & Style Advice (65:41 - 70:52)

• Style Icons:
  Shouts out “regular degular” friends like Drew Villani, Tanya, Giovaka, and Rob—lived-in, not Instagram-optimized style.

  “No one influences more people than everyday people.” (68:38, Hugo)

• Shorts & Pants:
  Hugo’s committed to huge shorts and has gone a little slimmer on pants for flattery.

Other Spending Habits & Purchases (83:24 - 86:43)

• Where Money Goes:
  Eats out more than buying clothes; buys books and art/photos for home.

• Dumbest Upcoming Purchase:
  $400 Japanese-designed “Glass Tank” wine glass/decanter by Koichi Okamoto (“I am gonna buy this ... I don’t even know how I’m gonna clean this” 86:17)

Notable Quotes & Memorable Moments

• “I've reached the point in my style journey where I don't really give a fuck.” (05:59, Hugo)
• “Nothing brings me more joy than being at a good restaurant with friends whose company I enjoy.” (60:26, Hugo)
• “Kids sometimes want to take a job because it’s cool. Cool does not pay the bills.” (21:13, Hugo)
• On racism in wine bars: “Yeah, man, 100%. I like to unzip my pants and drop my nuts right on the table.” (56:05, Hugo)
• “Let the kids have fun. If they wanna wear triple XL tees and 42-size jeans ... let ’em.” (40:24, Hugo)
• “Being a hater is chic, bro. I fucking love hating.” (41:57, Hugo)
• On why he wears what he wears: “It's all for the pussy and all for not looking fat.” (71:19, Hugo)
• “If you want to empower young people, actually give them the opportunity to feel like they’re really part of this shit.” (19:55, Hugo)

Important Timestamps

• 00:45 – 05:30: Paris wine dinner story, changing approach to dining
• 05:30 – 08:23: Fit check, tailoring, style journey
• 10:09 – 14:29: Paris/NYC restaurant recs & food talk
• 14:35 – 20:34: Awake NY role, brand philosophy, block party
• 25:33 – 28:53: Current state of streetwear and its future
• 32:14 – 39:40: Community, friendship, and authentic brand value
• 43:38 – 44:50: Nightlife critique, wish for more real dancing in Manhattan
• 52:36: Hangover cure
• 54:07 – 60:26: Wine talk, experiences of racism
• 60:40 – 72:33: Suit buying, tailoring, wardrobe refreshes
• 83:24 – 86:43: Spending on books and art; upcoming dumb purchase

Guest Recommendations

• Must-Go Restaurants:

  • Paris: Tarantula (Mexican), Lao CM (Viet-Thai)
  • NYC: Wild Cherry, Smithereens, Penny

• Style Advice:

  • Get clothes tailored; fit for your own body, not the model’s
  • Don’t chase influencers—look around for “everyday” good style

• Wardrobe Essentials:

  • Legacy Quest boots, double RL, custom jewelry, tailored overcoats
  • Suits by Giovaka (Montreal)
  • Army surplus boots

Closing & Plugs

• Upcoming at Awake NY:

  • 10th anniversary celebrations, another Jordan collab, likely another block party

• Support:
  “Go spend some money at the Awake store ... Stay tuned for more great things coming.” (97:58, Hugo)

• Contact/Follows:

  • IG: @hugom.mendoza
  • Open DMs for “dudes” and Awake business

If you love wine, community, and mixing streetwear with real-world living, Hugo Mendoza is your guy. This episode captures the soul and humor of NYC’s scene—don’t just chase the hype; live the life.