SS14 video from the New York label.

Sex and drugs and rock ‘n’ roll, these are perhaps not the first things that come to mind when contemplating New York label Alife (whose customers are bound by branded caps as opposed to skin tight jeans), nor do they actually feature in the label’s SS14 video, displayed below.

Instead graffiti, weed and tattoos take centre stage in the short teaser, presenting something of a modern day interpretation of the classic bad boy lifestyle; see also a female cast in the lead.


Showcasing the label’s latest offerings – primarily that flag tagged hoodie (a primary coloured dream) – the likes of which have just launched across the UK. The label teamed up with GIMME5, who in turn used the talents of in-house artists from Eighties Conspiracy, with the pairing producing ‘It’s A London Thing’, boasting a certain kind of thing...


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