Last year, Alife relaunched with an unexpected Crocs collaboration.
Alife approached Crocs before the footwear brand reentered the fashion conversation via a tie-in with Balenciaga on an imaginative, platform pair that retails for $ 850. But since then, newer streetwear brands including Pleasures and Chinatown Market have released their own co-branded Crocs.
“That’s the last thing we wanted to happen,” said Treis Hill, an Alife cofounder, when asked about these collaborations. “One thing that Alife consistently tries to ensure, which might be to our detriment, is that we aren’t trying to follow what people do. No one was thinking about Crocs until we did it, so for us let’s move on to something else and focus on a new message.”
That new message is Black History Month, and Alife has partnered with the Brooklyn Museum and Faith Ringgold, a Harlem-born artist whose work was featured in the “Soul of a Nation” exhibit at the museum. Ringgold is known for her quilts, but also practices painting, sculpting and performance art.
“Alife is centered around art and our objective is to push art and perpetuate that through our apparel, but this is the first time we’ve done something during Black History Month,” said Hill. “This was an
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