ALIFE began in 1999 at the now legendary 178 Orchard Street boutique store 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 - from the Bronx to Queens, from Long Island to Brooklyn - and held a meeting to let them know that ALIFE was theirs to define. After that meeting, the 178 Orchard Street 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 boutique become as much an art installation as it was a retail store, and soon, ALIFE boutiques began to spring up all over the world, from the famed Rivington Club in New York to shops in Los Angeles, Vancouver, and Tokyo. Word began to travel about ALIFE, and some of the biggest names in the sneaker business began to take note. Soon, they were collaborating with the likes of adidas, ASICS, PUMA, Reebok, and Timberland to create truly unique footwear that simultaneously spoke of the lifestyle through special runs of ALIFE sneakers. And in a milestone 2004 collaboration with Levi's, the progressive street style of ALIFE melded with the iconic American brand to create a temporary retail installation that stood as a testament to the classic Levi's 501 jeans and the oft-envied ALIFE lifestyle. ALIFE's collaborations reach further than the fashion industry, however. In 2006, ALIFE began to sponsor cultural events that allowed ALIFE 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 an 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 the early sneaker culture, sparking a movement that's still thriving today. Today, ALIFE shoes have become nearly synonymous with the city it was inspired by and the like minds that shaped it, creating a lasting authenticity that shows in their collection of sneakers. In ten short years, ALIFE has showed the world what creativity, authenticity, and community can bring about in their line of shoes. It's more than just ALIFE sneakers and ALIFE shoes -- it's about being part of ALIFEstyle like no other.