There are certain sportswear brands that are just cooler than others. We’re not being mean, it’s just that it’s an urban jungle out there and you either have it or you don’t.

When it comes to capturing the essence of the New York lifestyle those in the know tip their hats to ALIFE. These folks have showcased New York City’s downtown youth street culture, focusing on original art and creativity, since 1999 and rule the streetwear roost.

That’s why when we heard that PUMA was rekindling their partnership with ALIFE we threw around a few fist bumps. The partnership seamlessly pulls together ALIFE’s diverse creativity while staying true to PUMA’s heritage.

Through apparel, footwear and accessories the collection tells the story of Downtown New York, an integral part of PUMA’s rich street wear history.

The PUMA x ALIFE collection will be available in PUMA SELECT stores in Cape Town, Bree Street, and Johannesburg, Braamfontein, as well as X Trend, Dip St Store, Shelflife, Prime, Lyme and Lost Property stores in South Africa from 14 February.

Get involved, watch your street cred rocket and take the neighbourhood by storm. Word.