Rob Cristofaro is the Co-Founder of Alife and Treis Hill is the Partner and General Manager of Alife. An all-in-one footwear, art, streetwear store also serving as a creative agency, the brand has been a forerunner in the streetwear industry, laying the foundation for the DNA of "hype" before "hype" was a thing. Twenty years ago, Alife was founded by Arnaud Delecolle, Tony Arcabascio, Tammy Brainard and Rob Cristofaro, the group met working together at Sportswear International, what was then an influential B2B magazine. In 2001, they opened their sneaker store, Alife Rivington Club and in 2005, Treis Hill joined the team. In this episode, the duo reflect on the early beginnings of the brand, how Alife became a testing ground and early scene-maker of streetwear drops and hype, complicated business deals, future plans and more. For more information: https://hypebeast.com/2019/10/alife-rob-cristafaro-treis-hill-interview-business-of-hype-jeffstaple-episode-58 As always, thank you for tuning into HYPEBEAST Radio and Business of HYPE. Please don't forget to rate, comment and subscribe to our other shows MIC/LINE, The Anthropology, The HYPE Report and HYPETALKS. Also check out our affiliated site, HYPEBAE and the launch of their new radio platform HYPEBAE Radio at https://hypebae.com/radio or on https://anchor.fm/schoolofsustainability

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