Alife, founded in 1999, is a New York-based, multifaceted brand focused on the street lifestyle. It has gained its legendary status thanks to curatorial work, art exhibitions and its brand product. In its activities, Alife focuses on experimental concepts of retail sales, cooperation with other brands at the highest level as well as organising live music events – live acts. Concentrating on art and creativity with a strong passion for originality, Alife’s mission is to present, promote and preserve the urban culture from which it was born. According to Alife’s philosophy – Life is art. Alife is the curator of everything that represents the city and urban culture.