Artist and Alife® Founder Rob Cristofaro Partners with with PUMA to Drop New Book Spotlighting“WHO’S WHO” of London.
Newco Studio Practice® in collaboration with PUMA has released WHO’S WHO: London Local Edition, a limited-edition book featuring a guide to the definitive creatives shaping London culture today. Artist Rob Cristofaro, head of Newco Studio Practice® and founding member of the legendary streetwear institution Alife®, spearheaded the book’s development, design and editorial. The book’s publication coincides with the 50th anniversary of PUMA’s ‘Clyde’ Sneaker and pays homage to the first signature shoe in basketball history.
The ‘Clyde’ shoe is such an iconic London symbol. With WHO’S WHO recognising the community that has been such a force in fashion and reflect on how streetwear has exploded into the mainstream. This book showcases local talent, and the huge impact ‘90s street culture has made in art and fashion with the ‘Clyde’ as a canvas for their creativity.”
“My mission remains steadfast since the birth of ALIFE in 1999: to provide a platform of visibility for the untapped and otherwise overlooked talent of creatives within local communities.I am humbled to witness the global reach into London that embodies our original calling originated over twenty years ago.” said artist Rob Cristofaro, Newco Studio Practice® Founder.
Profiling a dynamic cross-section of the people who define London now, WHO’S WHO features everyone from behind-the-scene mavens familiar to those in the know including - London-born professional goalkeeper for Tottenham Hotspur Football Club Alfie Whiteman, internationally known DJ, producer, and radio presenter for BBC Benji B, contributing writer to T Magazine, Vogue and Apartamento Carmen Rosy Hall, London born DJ, music agent and hip hop producer Charles Prince, London-born fashion creative whose diverse career spans nearly 36 years Fats Shariff, world renowned football player for the Swiss National team and Arsenal Football Club Granit Xhaka amongst many more creative, inspirational, and cultural influencers.
The ‘Clyde’ is an iconic London symbol. With WHO’S WHO, PUMA recognises the community that has been a force in fashion and reflects on how streetwear has exploded into the mainstream. This book was created to showcase its talent, the huge impact ‘90s street culture has made in art and fashion with the ‘Clyde’ as a canvas for creativity.
Cop the PUMA Clyde now, available for £85-£130 from END. Shop here.
