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ALIFE began in 1999 at the now legendary 178 Orchard Street boutique in New York City. At first, it might have been easy to mislabel it as another boutique or sneaker shop, but with roots firmly set in the NYC community, ALIFE quickly established itself as something special. The owners called on artists from every corner of New York and held a meeting to let them know that ALIFE was theirs to define. At that point, the store transformed itself from a sneaker boutique into a workshop where artists and dreamers alike could collaborate and create something that was true to their lifestyle. The space become as much an art installation as it was a retail store, and soon, ALIFE boutiques sprung up all over the world, from the famed Rivington Club in New York to shops in Los Angeles, Vancouver, and Tokyo. Word spread about ALIFE, and some of the biggest names in the sneaker business took note. Soon, they were collaborating with the likes of adidas, ASICS, PUMA, Reebok, and Timberland to create unique footwear. However, ALIFE's collaborations reach further than the fashion industry. In 2006, ALIFE began to sponsor cultural events that allowed their followers to become intimately involved with the brand. A mix of culture and fashion, creative leaders and downtown New York tastemakers, these legendary ALIFE Sessions have sparked awe and interest in the ALIFE brand while showcasing the talents of artists like John Mayer, Q-Tip, Just Blaze, Moby, and many others. Born from the streets of New York, ALIFE was a driving catalyst in early sneaker culture, sparking a movement that's still thriving today.