The Truth Always Comes From The Street
Welcome to the world of ALIFE, a lifestyle concept located within the Lower East Side neighborhood of New York City that focuses on art, fashion, music and creativity with a strong penchant for originality. ALIFE’s mission is to showcase, elevate and perpetuate the organic New York City street culture from which it was born.
The ALIFE founders and followers come from diverse backgrounds with interests in different cultural movements. Key influences are music, sneakers and art. ALIFE brings energy to Rivington Street with its one-of-a-kind boutique that holds an impressive collection of new and authentic footwear. ALIFE electrifies the busy Lower East Side neighborhood nightlife with impromptu musical gigs in its backyard through their ever –growing concert series dubbed ALIFE Sessions, where some of the world’s biggest music stars have performed to very close and intimate crowds.
For SS15, ALIFE has partnered with PUMA to create a collection that represents the diversity and creativity of ALIFE while staying true to PUMA’s heritage. The collection tells the story of New York City through bold footwear and apparel executions. The collection will make its debut exclusively at the PUMA SELECT space at SOLE DXB; and flying in from NYC, the ALIFE founders will be in attendance to talk streetwear, inspiration and collaboration. Register here for a place at the PUMA x ALIFE chat.