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Alife Goes Bold for “Rep the Realm” With ‘Game of Thrones’

Lower East Side institution Alife is the latest brand to take part in “Rep the Realm,” the on-going campaign for Game of Thrones, HBO’s hugely successful show. For its the seventh season, HBO has teamed with seven different designers for seven different extremely limited-edition items.

Alife took inspiration from the meticulous style and actions of ruthless patriarch Tywin Lannister for a crisp white sweatshirt. But the piece’s bold graphics and a witty message would make his son Tyrion proud. The hoodie also comes with a set of buttons with names of different noble families and phrases from the saga to customize it.

Only 200 of these sweatshirts were made, but on Monday after episode 6 of the season aired, Alife took to their Instagram to talk to their fans about the show and ask what they thought about the limited edition hoodie The best answers were entered into a raffle and were announced on Tuesday. For NY residents, Alife also ran a first come, first serve in-store giveaway.

Future participants in “Rep the Realm” will include Billionaire Boy’s Club40s & Shorties and Koio, joining the already revealed contributions from CarrotsDee & Ricky and V/SUAL.

Watch a video about Alife’s participation in “Rep the Realm” above and be on the lookout for ravens delivering more news about items in the coming weeks.

Product photos by Jeffrey Jacques

Portrait photo by Monica Rubalcava 

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