Alife clothing and footwear reflects the heart and soul of New York City's street art culture. Launched in a Lower East Side storefront in 1999, Alife started out as a studio of sorts for NYC artists interested in experimenting with fashion and design. Since then Alife has grown into one of the key brands on the urban apparel and sneaker markets — collaborating with Nike, Timberland and other major labels on curated apparel and limited-edition shoes and sneakers. Despite its popularity among celebs (Jay-Z and Jessica Alba are fans), Alife hasn't strayed far from its humble roots: its suede sneakers, roomy t-shirts, and classic sweatshirts eschew trendiness and ostentation in favor of simplicity and comfort.