During my time at ALIFE, I was a part of the “Tennis Ball” Reebok Pumps, Rivington Club x ASICS Gel Lyte IIIs, the Saucony Shadow 6000s, the New Balance 1300s and 576s [Editor’s Note: The 3M 576s were cancelled due to production issues], the Nike Dunk High, and the Air Force 1, which was a classic shoe embossed with stars with the gum bottom. A New York City classic shoe at that. Those were just a few of the collabs that I got to see there and have some input on. Of course, the head designers and the owners have the last word, but we all got to have our opinions in helping with the designs and colorways.
Every time we had a special release, we had lines of people camping out down the block. Every release was special. The most memorable release was when the Questlove x Nike 1WORLD Air Force 1s came out. They were red, green and gold with the elephant print on them. We actually had Questlove come spin in the courtyard and sign autographs. We had about 100 or so pairs. There was a line around the corner for like two or three days. I used to come open the gate and see the same guys waiting there. You know, somebody might have their girl come swap out for them for a couple hours while they go home, shower, do what they gotta do and come back. I remember standing there next to Questlove, ringing everybody up when they came into the store. We’d let like three or four people in the store and Quest was right next to me signing their boxes or their pairs. That was one of the most memorable events.
video by TheMAKONLINE
It was an honor for me to be a part of that. ALIFE was one of the first companies to have collabos going up on eBay for over $1,000. We held events in the courtyard with artists like John Mayer, Just Blaze, Three Six Mafia, Bun B, Nas and eventually myself with the rest of the Maybach guys last year when Self Made Vol. 2 came out. ALIFE Rivington Club is very important to the sneaker culture, and back then, it was really the sneaker store. When I worked there, people traveled from all over the world to come take a picture in front of the store. And it’s not like it has a beautiful marquee or entrance — it’s just two glass doors and a plaque. You really have to know where it’s at to even get there. To see people come from Australia, Barcelona, Amsterdam and places like that just to see the store or buy something just to get a shopping bag is crazy. Not too many stores can say they’ve done that.
Lead image photo credits: Tanaka Report (Alife Rivington Club photo) & Kyle Dean Reinford c/o Atlantic Records (Stalley photo)
