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Born in ‘99 Alife has always aimed to showcase New York City’s downtown youth street culture, focusing on original art and creativity. Alife’s concept store is a one of a kind boutique that stocks an impressive collection of new and authentic product that continues to elevate street style to a new level. The brand’s store is also home to the ‘Alife Sessions’, a series of ever-growing events with some of the world’s biggest musical artists. The first drop seamlessly pulls together Alife’s diverse creativity while staying true to PUMA’s heritage. The apparel tells the story of Downtown New York; an integral part of PUMA’s rich street wear history.

Bright prints play on key Alife landmarks that bring the collection to life. Influences include green photographic stills of the infamous in-store fish tank, and the three-diamond logo of ARC (Alife Rivington Club), Alife’s members only boutique. The second drop is due for April and will consist of classic PUMA silhouettes given an Alife makeover.

Stay tuned for more information regarding the collection and our exclusive interview with the founders of Alife.

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