Born in ’99 ALIFE has continually showcased New York City’s downtown youth street culture, in quite formidable fashion.
ALIFE’s concept store in NYC is a one of a kind boutique, stocking an impressive collection of new and authentic product that continues to elevate street style to a new level. Having collaborated with PUMA in 2014, today sees the duo share their 2015 effort, new for SS15. The forthcoming PUMA x ALIFE SS15 collection stays true to PUMA’s heritage and tells the story of Downtown New York; an integral part of PUMA’s rich street wear history.
Bright prints lead the way, marking 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.
The PUMA X Alife collaboration is due for release on February 14th at Size?, Hanon, End and Well Gosh. For more info see: www.alifenewyork.com / www.puma.com