Puma x Alife “Fear City” Apparel Collection

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PUMA rekindles its partnership with New York-based Lower Eastside streetwear stalwarts ALIFE for Spring-Summer ’16.

Hustling and designing from their shop at 158 Rivington Street on the Lower East Side, the ALIFE crew will tell you how sports have had a long-lasting influence on the way they live and create streetwear. The latest PUMA x ALIFE collection is built upon this passion and knowledge and comes in two parts; the first, that we’ve seen already was inspired by football and the second, by the brand’s New York heritage.

ALIFE’s roots in New York City are even more palpable with the second part of the collection. Inspired by the “Welcome to Fear City” pamphlets distributed to tourists in 1975 at that time when the city was undergoing a strange rough period, the pieces include the Olympic Tack Savannah jacket and pants, Olympic Logo tee and Olympic Running tee all emblazoned with the survival guide’s text and artwork.

The partnership between both brands is clearly demonstrated through the collection in the coming together of ALIFE’s strong New York heritage and PUMA’s passion for creating streetwear with a sports twist.

Available from hanon from Saturday 16th April.

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