American streetwear imprint Alife ® may be new to Aphrodite’s shelves, but in actual reality, The Big Apple-based brand has been in circulation for way longer than you may think. In fact, the design studio stands as one of the true originators of streetwear – read on to find out how.
Alife Brand Guide
Inspired by the downtown culture from which it surrounds itself, the lifestyle label is the product of four friends – Arnaud Delecolle, Tony Arcabascio, Tammy Brainard and Rob Cristofaro – who each observed and strived to fill New York City’s ‘creative void’ many moons ago… Enter, the realm of Alife.
Conceived in ‘99, Alife® began its humble beginnings as a creative workshop on Manhattan’s Orchard Street. There, like-minded individuals would share and unite their ideas, in turn, cultivating an exclusive artist collective and fresh, expressive designs that were soaked up by all who were willing to make the initial investment. Quickly transforming from a simple passion project to a household name, Alife® – which is named after the desire to enliven animate objects – uncovered mass appeal, having bolstered a rivalled rapport with America’s most stylish, street-ready and forward-thinking denizens.
But although the entire essence of streetwear is so ubiquitous now, back in the late nineties and early noughties the culture was much less of a universal phenomenon. The original streetwear zeitgeist was brought into existence by not only Alife, but a multitude of its now world-renowned peers, who themselves started out life within the city’s diverse boroughs, such as Supreme and 10.Deep. The neighbouring nature of these exclusive boutiques within the city and the hype their names instantly induced would help to lay the foundations of streetwear culture and transcend the fashion industry forever.
These days Alife® is fresher than ever. Having undertaken a brief hiatus a few years ago to level out its ethos and re-tune to the current climate; the skating/streetwear brand not only maintains its status with the pioneering generation but now accounts the millennial age as one of its greatest allies thanks to a slew of high-profile collaborations with the likes of Nike, adidas, Dickies and more.
Here at Aphrodite, you can expect the first roll-out of products to comprise a range of urban-minded gear. Pre-shrunk, 12oz fleece fits make for cosy, off-duty staples, while branded five-panel caps ensure accessibility and a rotational start point. The tees, in all their looks and colourways, distinctively hark back to the downtown status Alife® was born and bred for.