How Alife’s Founder Went From Tagging To A Streetwear Empire W/ Nike & Wu-Tang Collabs | The Masters

In this episode of UPROXX's show 'The Masters' -- where music, streetwear, and graffiti culture collide -- ZooYork founder Eli Morgan Gesner chats with Alife's Rob 1970 (Rob Cristofaro) about his history as a graffiti artist in NYC, launching his company without any thought to making money, and building a streetwear brand from the ground up. The conversation also covers Cristofaro's famed backyard concerts at the Alife flagship store -- where Drake played his first US show -- along with how various Nike, Adidas, and Wu-Tang collaborations came together.

At the 10-minute mark, Cristofaro reveals a never-before mentioned Easter egg on the first iteration of Nike Wovens sold in the United States. The moment is sure to catch the eye of sneakerheads and offers deep insight into the exuberant, "try anything" nature of the early hypebeast era.

__________________

The Masters is a wide-ranging interview show created and hosted by UPROXX Founding Style editor Eli Morgan Gesner. It is essential viewing for anyone looking to better understand the intersection of hip-hop, streetwear, and culture in the late 90s. Check it out, comment, and subscribe!

Get the Audio Podcasts:

Apple -- http://applepodcasts.com/TheMasters

Spotify -- https://open.spotify.com/show/3oov3T8...

#TheMasters #UPROXXVideo #EliMorganGesner #UPROXX