hype cog


Prominent street and skatewear brand Alife was started in 1999 in New York, by four friends -- Arnaud Delecolle, Tony Arcabascio, Tammy Brainard and Rob Cristofaro. One of their main reasons in teaming up was to “fill a void of creativity in New York” at that time, and to share their niche, creative lifestyle with a broader audience. Originally a creative workshop based in Manhattan’s Orchard Street, Alife’s innovative designs and forward-thinking products propelled them into an internationally renowned streetwear clothing brand and boutique. The name of the brand came up from the idea of bringing an inanimate object to life, or infusing hype into a product. Alife has collaborated with other companies such as Nike, Reebok, adidas, New Balance, Saucony, Timberland, ASICS, Lacoste, Mitchell&Ness, Dickies, Kangol and more. Alife is also the operation behind A.R.C., a premiere sneaker boutique. Their motto: “THE SOURCE OF ART IS IN THE LIFE OF A PEOPLE.”

IRAK x ALIFE T-Shirt Collection
ALIFE Sessions Presents: ScHoolboy Q
Alife 2014 Spring/Summer Lookbook
ALIFE 2013 "For Us By Us" T-Shirt
ALIFE 2013 Fall/Winter T-Shirts
ALIFE 2013 Holiday Lookbook
ALIFE State of Mind T-Shirt
ALIFE Sessions Presents: Pusha T
ALIFE Sessions Presents: Drake
Drake’s 'NWTS' ALIFE Sessions (Shot by 13thWitness)


Collaborates with PUMA on Spring collection


Opens its fifth store overseas in Tokyo, Japan
Opens its fourth store in the Fairfax district in Los Angeles


Expands out of the US to open their third store with Alife Vancouver in Canada


Opening of the Alife Rivington Club


Moves to 158 Rivington Street, NYC
Starts off as a retail store on 178 Orchard Street, NYC
HYPES is a real time popularity metric informing readers of what is trending