Founded in 1999 by Arnaud Delecolle, Tony Arcabascio, Tammy Brainard, and Rob Cristofaro, Alife is one of the OG skate and street brands in New York City. Originallåt created to fill a void of creativity in New York; the idea was clear, offer a niche lifestyle to a broader group of people. Originally called Artificial Life (thanks to Lenny Kravitz), the four individuals opted for something shorter quickly after, Alife. The creative crew behind the clothing brand and boutique A.R.C. is one of the reasons why sneaker culture is where it is today, documenting its Lower East Side life with tier products and cultural happenings. With bold prints and witty slogans, the Alife crew has created their own little space in this industry, shaping the subculture it was birthed in. Focused on its creative output, Alife curates and creates must-have pieces, from collaborations to their own clothing line, it’s all there for an international downtown audience.