A new collaboration brings American military outerwear brand Alpha Industries to the forefront.
The heritage brand is expanding its reach with a new partnership with Hong Kong retail concept I.T. Starting this fall, the long-term partnership will boost the label’s brand marketing, product planning, store retail management and e-commerce strategies, and ultimately help grow Alpha Industries throughout China.
“We see strong opportunity for Alpha Industries in China, having seen great demand from Chinese consumers both locally and internationally for years,” said Mike Cirker, Alpha Industries CEO. “We are excited to launch our relationship with I.T as they are the right partner to reach our fans to drive long-term brand affinity and growth for our future.”
I.T will officially be the sole partner of Alpha Industries in China regions.
To kick things off, the brand is launching a capsule collection with streetwear label A Bathing Ape. The collection features nine items including a three-layer jacket, reversible MA-1 and inner jackets, a down jacket with durable Cordura fabric on the elbows, a hoodie, six-pocket trousers, and both long- and short-sleeve tees, all exhibiting each brand’s signature military and streetwear aesthetics.
All garments in the collaboration feature dual branding elements alongside patchwork, embroidery and other streetwear textures. Military imagery is incorporated throughout the collection, appearing on the three-layer beige camo jacket, a popular style A Bathing Ape debuted in 2012. The same imagery shows up in the reversible MA-1 jacket on the beige camo side, while the opposite side features the streetwear brand’s shark logo on top of a solid army green fabric.
Previously, Alpha Industries has collaborated with streetwear labels such as Opening Ceremony, Kith, mastermind Japan, Stüssy, Sophnet, Undefeated, Vetements and 424.
A Bathing Ape x Alpha Industries retails from $118-$721 and will be available at designated I.T and A Bathing Ape stores beginning Oct. 17. All other Alpha Industries Fall/Winter 2020 items will be available beginning Oct. 23.
