Dubai, UAE, February 15, 2016:  Global Sports Brand 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 inspired by football and the second, by the brand’s New York heritage.  

The bustling atmosphere of New York’s streets comes to life in the form of the Blaze of Glory x ALIFE. With a sprayed speckle Trinomic tooling design executed in neoprene material and nubuck leather, the shoe embodies the brand’s design ethos. The PUMA x ALIFE collection also extends to the classic R698 silhouette in two different models. The first is constructed from soft suede, embroidery and nubuck leather whilst the second is black on black merging sport with ALFIE’s vision for streetwear. The brand has also taken to PUMA’s STATES, a cult name for those fanatic about the brand’s iconic suede silhouette. Taking a strong pop art approach towards its design, the shoe has been embossed with glossy snakeprint leather.   

Utilizing ALFIE’s concept for sportswear, the first collection takes its inspiration from football apparel, the range features both the No.1 PUMA Archive logo and ALIFE’s 158 print, a player’s number representing their shop at 158 Rivington Street. The Nylon Archive Wind Jacket has been adapted from the PUMA Archive for a comfortable, streetwear ready fit. The ALFIE soccer jersey tee is inspired by the Football Poloshirt. Its double knit, wicking-finish and dry cell technology gives the style an automatic sportswear feel

ALIFE’s passion for their city is embodied in the second part of the collection’s apparel. Using the 1975 “Welcome to Fear City” pamphlets as inspiration, items including the Olympic Tack Savannah jacket and pants, Olympic Logo tee and Olympic Running tee are emblazoned with the leaflet’s text and logo. 

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.

Dropping through premium global retailers on 13th February, 2016.