ALIFE hats, including the Script snapback, all come from the streetwear giants’ New York headquarters. First opening it’s door in 1999 with a modest shopfront on the Lower East Side the brand’s popularity grew in the Hip Hop, Artistic and Skate communities to form something of a cultural hub in the neighborhood. This early success was parlayed in the early noughties with the opening of the now famous tier 0 sneaker store ALIFE Rivington Club. 2006 seen ALIFE expand their original lifestyle concept by sponsoring talent such as Q-Tip, Jadakiss and Moby.
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