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First Look: Alpha Industries opens first permanent store

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Alpha Industries store
The new store is located in Manhattan's SoHo neighborhood.

Military-inspired apparel brand Alpha Industries has opened its first permanent brick-and-mortar location.

The new 1,700-sq.-ft. store is located at 290 Lafayette Street in the SoHo neighborhood of Manhattan, New York City, and officially opened on Oct. 14. The address has previously served as home base for such brands as Triple Five Soul, with streetwear staples like Supreme among its closest neighbors in the upscale retail district.

Initial product offerings at the new store include men’s and women’s seasonal offerings, including jackets, vests, hats and more. Alpha Industries’ assortment also includes Re:Supply - a program offering a carefully curated selection of items spanning decades of military history. Shoppers will gain exclusive access to special Re:Supply edits, including yet-to-be-released collections from partners such as Remake by Yi and The Falls.

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Alpha Industries says the new SoHo location will also serve as a hub for programming opportunities, such as customization activations, upcycling workshops, brand events and more. The permanent store opening comes almost a full-year after the brand opened its first pop-up location in New York City.

“For 64 years, Alpha Industries has combined utility and style,” said Mike Cirker, CEO of Alpha Industries. “Our new Alpha store in New York’s Soho district brings that purpose and utility to life. We are thrilled to invite the world into our house where people can touch, feel and experience six decades worth of Alpha’s story.”

Opening just days before Alpha Industries’ 64th birthday (Oct. 17), the new retail location is accompanied by a forthcoming marketing campaign celebrating the MA-1 bomber jacket - one of the brand’s signature products.

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