Joburg’s finest came out to celebrate the launch of American fashion brand Alpha Industries, with the likes of TV presenter Maps Maponyane, influencer Mihlali Ndamase, rapper L-Tido and actor Zamani Mbatha wearing bomber jackets and gear from the Urban Streetwear Range.
Since 1959, the company has been commissioned by the Department of Defense to design clothing for members of the US military.
With thicker materials and warm padding to protect sea, land and air conditions, which are not handled by ordinary citizens, these clothes became popular among soldiers who faced severe war conditions that required better details for military outerwear.
The main elements are reversible orange material, durable sleeves and extra padding for the colder months, especially seen in the MA-1 flight jacket, created in 1963 – a time-tested design.
Word is spreading about the quality of workmanship.
In the 1970s, the brand quickly became a mainstream brand, making and selling jackets, underwear, bags and accessories for men and women, even while making jackets for the military.
In SA, Alpha Industries items are popular among men who prefer urban streetwear brands that are just a little more affordable but still have street cred.
One easily recognizable feature is the red tag on the side.
This month the brand opened its first store in SA – only its second store in the world.
Mike Cirker, owner and grandson of the founder of Alpha Industries, said the South African market is important for the brand, expanding on the research behind opening a store in the country and the stylishness of South Africa.
Cirker said that outside of the United States, the European (German), UK and Japanese markets are the brand’s big markets.
“I’m very happy to have flown out here and had the opportunity to meet people who love and wear the brand,” he said.
It is a family brand, with history and continues to evolve to embrace today’s fashion and street trends.
Although many would argue that Alpha Industry jackets are always available locally through distributors, the store allows brand lovers to purchase original quality items at reasonable prices without unnecessary markups.
The range is unisex and has a variety of styles, with vegan jackets for the more discerning man or woman.
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