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.”

13thWitness Shoots Drake's NWTS ALIFE Sessions | Video
Cam'ron for ALIFE by Harry McNally T-Shirt
King Krule Performs at ALIFE Sessions
From the Floor of Agenda Las Vegas: Day 1 and What's Upcoming from Alife, HUF, WeSC and Mishka
Agenda Las Vegas: ALIFE 2014 Spring/Summer Preview
ALIFE 2013 Summer T-Shirts
HYPEBEAST TV: Jadakiss Breaks Down Working with ALIFE
Jadakiss Breaks Down Working with ALIFE
 Jadakiss x ALIFE by Jason Nocito T-Shirt
Jadakiss x ALIFE Project Teaser


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