The long-anticipated ALIFE Spring 2014 collection has landed in the United Kingdom and will be released nationwide on Saturday 15th of March. To mark the launch and give you a taste of the new collection, ALIFE has teamed up with UK distributor, GIMME5 and their inhouse artists from the EIGHTIES CONSPIRACY to produce this London flavoured teaser.
Now don’t get me wrong I like Alife. When their store opened in Vancouver I used to try and get my hands on the stuff plenty. As for the concept of the video, I like it also but it doesn’t feel complete. The girl at the beginning kind of looks like a raver/dub step girl from the early two-thousands, who has an affinity for good weed. Good weed is cool, but we get that shit in Canada all the time and it’s really nothing to trip out on. Decent smoking technique though. The graffiti is probably the stand out in the video for me. The dudes have super good hand styles and the finished product is a good concept. The filler footage like the BMX, Tattoo and coffee drinking stuff is nothing I’m thrilled about nor would I be like oh sick I can relate so much to this guy drinking his cup of joe I’d better buy a shirt. As for the collection. It’s very Alife-esque and stays true to it’s roots as a street wear brand. That being said it looks like some basic ass bitches would wear it.