ALIFE Channel NYC with Their Latest PUMA Collaboration

Streetwear labels tend to pop up and disappear more quickly than a sneakerhead changes kicks — especially in the concrete jungle that is New York City. One that has uniquely persevered over the past decade-and-a-half, however, is ALIFE — a brand that’s as synonymous with the Big Apple’s Lower East Side as it is with its countless footwear collabs and infinitely popular ALIFE Sessions. The secret behind its longevity? Just ask the brand’s own Jesse Villanueva:

What I’ve always loved about us was that we weren’t ever really chasing anything. We didn’t need to put elastic at the bottom of our pants ’cause everyone did… our shit has always been classic New York shit.

So when it came time to celebrate the label’s 15-year anniversary, a single person came to mind; a point guard whose hard-nosed play and off-court panache — not to mention the fact that he delivered the city its last NBA championship — eventually made him the quintessential, classic New York City baller: Walt “Clyde” Frazier. And when anybody thinks of Clyde, they think of his eponymous PUMA signature, itself an evolution of the sportswear brand’s single most iconic design and one that was been a staple on the streets of the five boroughs’ as far back as the early ’70s, throughout the b-boy craze of the early ’80s, on the feet of the Beastie Boys in the late ’80s and early ’90s, and beyond: the timeless Suede. Thus, the “fuzzy PUMAs” became the jumping-off point for the collaboration, offering nods to both the LES’ downtown — long grain suede uppers and weathered soles inspired by queuing up for limited edition releases — and ALIFE’s exclusive Rivington Club and it’s signature black, red, and purple color scheme. A.R.C.’s three-diamond logo and color palette then found their way to hoodies and crew neck sweatshirts, as well as the one-time ubiquitous track suit that dominated the NYC sidewalks.

The ALIFE crew then went even a step further when crafting its own takes on the R698. One version essentially flips the ALIFE flagship on its side, with the store’s massive mirror inspiring the eye-catching upper while its cork stools and wooden fixtures form the insoles and gum rubber outsole, respectively. The store’s massive “welcome” sign has even been incorporated, hitting the inside of the tongue for that just-through-the-door nod. The other version — which will be part of a second drop that includes pieces that take cues from the enormous fish tank you see before making your way into the shop — pays homage to the storied ALIFE Sessions, juxtaposing the leather and mesh of a classic Marshall amplifier with the aforementioned black, red, and purple colorway.

Which brings us to the launch of the collection and the perfect way to cap off the release of the collab: a special three-night ALIFE Sessions event. Offering some respite from the unrelenting cold — temperatures that weekend were as low as -11°F — and intermittent snowfall, the Sessions made their way to an indoor pop-up location (instead of their usual courtyard locale) on the edge of Little Italy as the three-night extravaganza saw the likes of Raekwon, Redman, Troy Ave, Princess Nokia, Surfbort, Da$h, Cable, Onyx Jazz Collective, Prayers and more take the stage. A lucky few even got the chance to check out the invite-only event as the first 150 customers to purchase items from the ALIFE x PUMA drop at either of the ALIFE NYC locations gained entrance to the festivities.

The first drop from this season’s ALIFE x PUMA collab is now available from ALIFE both in-store and online, as well as at select retailers.