ALIFE MAKES A COMEBACK AND ANNOUNCES REBRANDING

A once well-loved New York-based streetwear label, Alife is making a comeback this Spring / Summer with a rebranded ultra-fresh look.

Founded in 1999, the Alife brand has been loved by New Yorkers and streetwear enthusiasts alike. The Rivington Club located in the Lower East Side was once the heart and soul of a community that celebrated arts and culture from different backgrounds. The unique down-to-earth shopping experience turn party was a key attraction that gave true authenticity to the brand. The club was often visited by famous rappers/singers such as A$AP Rocky and Drake who also took part in the live Alife Sessions hosted in the famous courtyard.

Nearly two decades have gone by and Alife has matured into a streetwear lifestyle brand that is ready to take on the global market. The brand is now characterized by polished New York style mixed with '90s DNA, style innovations and sustainability. Infusing forecasted fashion trends with relevant global topics and consumer needs. With uncompromised quality and innovative products, Alife’s new mission is to inspire everyone to express their creativity and vanguard spirit.

A New Brand Logo

Alife Circle logo is inspired by original Alife Bubble logo’s 4 circles, and the circles would merge into one and express the letter A of Alife. The new logo represents how Alife comes together to build a community of like-minded individuals searching for new and creative ways of expression.

The idea of four circles layered and twisted together expresses the ethos of creative souls and ideas merging to create something new, the logo thus becomes a metaphor for endless formations and limitless possibilities.

Embracing Alife’s American heritage, Spring/Summer 2024 reinterprets the brand’s '90s DNA with a journey of youth, energy, rebellion, and humor. The collection is a summary of classic styles in reinvented shapes and fabrics, with touches of graphics that signify and celebrate the comeback of the brand.

Extending from the ethos of the new logo Alife Circle, the melting pattern is featured as a part of the new branding. Used in the smallest detail such as drawstring stoppers to something as big as all-over embroidery, the idea adds layers of depth to the product, that truly represents design and quality.