Maps Maponyane and L.Tido wearing the MLB Dodgers x Alpha x New Era Jacket, and Mihlali
Ndamase wearing the Alpha MA-1 VF Dark Side of the Moon Reflective Jacket.
Alpha Industries has been in the clothing industry more than 60 years, and the brand continues to evolve by becoming ever more accessible to consumers. Wednesday 1 March 2023 marked the occasion of the first Alpha Industries flagship store in South Africa, and only the second in the world! More than 100 guests were invited to explore the store and to celebrate the momentous occasion with American-inspired food, drinks and music.
There is no doubt that Alpha Industries has come a long way since 1959, when it was commissioned by the department of defence to design and manufacture high-performance outerwear for the US military. It went on to become one of the biggest suppliers of apparel for military personnel, trusted by soldiers, sailors and aviators to protect them from the most dire conditions on land, sea and air.
Today, the mission of Alpha Industries is to protect and inspire heroism in all forms by outfitting men and women to realise their limitless potential. The love for the quality, design and aesthetic of the brand has made it a fashion powerhouse.
When you walk into the Sandton store, you feel as if you’re about to take flight into an adventure. Props include a partially exposed steel aeroplane wing suspended from the ceiling, airstrips as you walk through the store, charcoal steel fixtures with track lights and bright orange nylon straps with ratchets.
The launch of the concept store was studded with stars and fashion enthusiasts, including Maps Maponyane, L Tido, Kim Jade, Yasmin Furmie and Mihlali Ndamase.
The store is designed to provide a unique shopping experience that expresses exactly what the brand is about. Take flight with Alpha Industries and visit their store in Sandton City, or shop online at www.alphaindustries.co.za