PUMA introduces it's SS'15 collaboration with New York based brand ALIFE‏ and I'm actually besotted with the collection!

Born in ‘99 ALIFE has always aimed to showcase New York City’s downtown youth street culture, focusing on original art and creativity. ALIFE’s concept store is a one of a kind boutique that stocks an impressive collection of new and authentic product that continues to elevate street style to a new level.

The first drop of the collaboration seamlessly connects ALIFE’s diverse creativity while staying true to PUMA’s heritage. The apparel tells the story of Downtown New York; an integral part of PUMA’s rich street wear history. There is no denying that this first drop is pushing street style boundaries, and I love the colour and pattern blocking of the products that is a signature twist of PUMAs. Experimenting with colours, patterns and textures is something I always admire and enjoy about the products PUMA release. Plus it's even more aesthetically pleasing seeing how these traits are adapted and modified by the collaborating brand, similarly to detailing in the PUMA x ASOS collaboration. Basically what it boils down to is PUMA can do no wrong in my eyes, and they release nothing that makes me doubt that! 

In this drop, bright prints play on key ALIFE landmarks that bring the collection to life. Influences include green photographic stills of the infamous in-store fish tank, and the three-diamond logo of ARC (ALIFE Rivington Club), ALIFE’s members only boutique. 

The collection dropped Valentines day and is now available at stockists such as Size?, End and Well Gosh.

Check out some of my favourites from the first drop below!


The second drop is due for April and will consist of classic PUMA silhouettes given an ALIFE makeover. I cannot wait! Keep an eye on the blog for more information and on our Facebook Page for updates!


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