Gritty Culture Blog

CLIENT

ALIFE, New York

ROLE

Event & Design

YEAR

2024

For ALIFE’s revitalization in New York City, three concept directions were proposed, each supported by physical activations and influencer seeding. Grounded in Alife’s history as a cornerstone of downtown street culture, the project looks back to the brand’s role in shaping skate, art, and community spaces across the city. The aim was to remind longtime New Yorkers why Alife mattered, while giving a new generation clear, tangible ways to step into the culture and make it their own.

concept 1

SLICE OF ALIFE®.

Inspired by the ultimate New York staple, this concept merges fashion with pizza culture through unexpected partnerships and delivery rituals. Apparel arrives like a late-night slice, familiar, casual, and unmistakably local. Access is playful, immediate, and rooted in shared city habits.

concept 1

ALIFE® LIVE

This direction is built on contrast. Different personalities, genres, and cultures collide to create something magnetic and unexpected. Fashion and music merge through a limited LP-format gift containing an Alife® T-shirt, while live performances across New York bring together artists from opposing worlds, hip-hop with jazz or classical, ballet with breakdance, turning friction into harmony.

concept 3

ALIFE® IN 360°

Alife in 360 places the brand back into the city that shaped it, using immersive, site-specific activations across New York. Ultra-wide and 360° imagery turn streets, skateparks, and landmarks into shoppable, interactive environments. The city is not a backdrop, but the lens through which Alife is experienced.

CLIENT

ALIFE, New York

ROLE

Event & Design

YEAR

2024

For ALIFE’s revitalization in New York City, three concept directions were proposed, each supported by physical activations and influencer seeding. Grounded in Alife’s history as a cornerstone of downtown street culture, the project looks back to the brand’s role in shaping skate, art, and community spaces across the city. The aim was to remind longtime New Yorkers why Alife mattered, while giving a new generation clear, tangible ways to step into the culture and make it their own.

concept 1

SLICE OF ALIFE®.

Inspired by the ultimate New York staple, this concept merges fashion with pizza culture through unexpected partnerships and delivery rituals. Apparel arrives like a late-night slice, familiar, casual, and unmistakably local. Access is playful, immediate, and rooted in shared city habits.

concept 2

ALIFE® LIVE

This direction is built on contrast. Different personalities, genres, and cultures collide to create something magnetic and unexpected. Fashion and music merge through a limited LP-format gift containing an Alife® T-shirt, while live performances across New York bring together artists from opposing worlds, hip-hop with jazz or classical, ballet with breakdance, turning friction into harmony.

concept 3

ALIFE® IN 360°

Alife in 360 places the brand back into the city that shaped it, using immersive, site-specific activations across New York. Ultra-wide and 360° imagery turn streets, skateparks, and landmarks into shoppable, interactive environments. The city is not a backdrop, but the lens through which Alife is experienced.

CLIENT

ALIFE, New York

ROLE

Event & Design

YEAR

2024

For ALIFE’s revitalization in New York City, three concept directions were proposed, each supported by physical activations and influencer seeding. Grounded in Alife’s history as a cornerstone of downtown street culture, the project looks back to the brand’s role in shaping skate, art, and community spaces across the city. The aim was to remind longtime New Yorkers why Alife mattered, while giving a new generation clear, tangible ways to step into the culture and make it their own.

concept 1

SLICE OF ALIFE®.

Inspired by the ultimate New York staple, this concept merges fashion with pizza culture through unexpected partnerships and delivery rituals. Apparel arrives like a late-night slice, familiar, casual, and unmistakably local. Access is playful, immediate, and rooted in shared city habits.

concept 2

ALIFE® LIVE

This direction is built on contrast. Different personalities, genres, and cultures collide to create something magnetic and unexpected. Fashion and music merge through a limited LP-format gift containing an Alife® T-shirt, while live performances across New York bring together artists from opposing worlds, hip-hop with jazz or classical, ballet with breakdance, turning friction into harmony.

concept 3

ALIFE® IN 360°

Alife in 360 places the brand back into the city that shaped it, using immersive, site-specific activations across New York. Ultra-wide and 360° imagery turn streets, skateparks, and landmarks into shoppable, interactive environments. The city is not a backdrop, but the lens through which Alife is experienced.