Seeing this collaboration I thought it was a joke. I said to myself: I misread. It will be the usual game of words. There will be written not Alife but Alive or A-Life. Not because you underestimate Move Shop, on the contrary, it is one of the most serious Italian projects, complete, relevant. But because the Italian streetwear for decades lived in a kind of ghetto. We have some of the finest shops in the world, crazy selection of products, but we are totally out of the international circuits, do not trend, we do not influence, we do not count a globally dick, and, in conclusion, we do not collaborate. We have (and had) a number of very interesting brands in terms of ideas, style and quality, but outside the global circuit, and therefore never really able to count. Present in a void or insignificant in the windows that matter . It would have to open a very long chapter.
That’s why when you see a collaboration between a Italianstore with such an important brand you think you have hallucinations.
Nut here it’s all true! Move Shop has really put in the pipeline for a collaboration that Italy is like a ray of sunshine in the dark. We are talking about Alife, the legendary New Yorker brand, born in 1999, which for nearly 20 years affects the scene, and it is now a ‘icon of the street, not only of the Big Apple but also the global one.
Big move for Move, a project that is also operating since the 90s, and today is launching not only a signal, but it opens a way that deserves to be followed by a whole industry.
The collection is all 100% made in Italy, but has a typical New Yorker taste of Alife. The logo, presents a tear (or a conjunction?) between the ALIFE logo and that of MOVE. The claim’s capsule is simple and effective: Love Freedom will find crewneck sweatshirts, hoodies, t-shirts and even a jacket. The collectors will not hesitate to win at least one piece: here we write the story.
In shooting you see, probably you will acknowledge the streets of Verona, historic city of MOVE.
The collection is available in stores from MOVE, in C.so Cavour 25 Verona or the official online shop.
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