In the heart of Copenhagen's Christiania district, two friends founded ALIS in 1995, a brand that swiftly became a cornerstone of Denmark's skate and streetwear culture. Known for its authentic, underground ethos, ALIS cultivated a community-driven identity that resonated deeply with the youth.
Now, in 2025, ALIS is undergoing a significant transformation. Through a strategic collaboration with seasoned business partners and under the new creative direction of Tobias Birk Nielsen, the brand is poised to honour its rich heritage while embracing contemporary craftsmanship and social values. This evolution aims to reestablish ALIS as a prominent figure not only in Denmark but also on the international fashion stage.
The recent runway debut at Copenhagen Fashion Week marked a pivotal moment for ALIS. Set in a minimalist, tented courtyard in central Copenhagen, the show paid homage to the brand's roots in Christiania. Designer Tobias Birk Nielsen, a Copenhagen native, infused the collection with a sense of nostalgia, recalling the brand's pervasive presence during his youth.
The collection featured relaxed acid-wash denim sets, luxurious leather shirts, cropped bombers adorned with stitched graffiti logos, and long denim trenches. For women, the lineup included floor-length plaid skirts paired with matching bra tops and hip-hugging pinstripe pants. The styling, overseen by Pernille Teisbaek, added a fashion-forward touch to the presentation.
The show concluded with a nod to the brand's history, as original ALIS muse May Andersen closed the event, a testament to the brand's enduring legacy. This thoughtful blend of past and present allows ALIS to resonate with both longtime fans and a new generation of fashion enthusiasts. As creative director Nielsen aptly put it, the goal is to create "a bridge between both generations," leveraging the brand's authentic history to connect with today's audience.
With this successful relaunch, ALIS demonstrates that streetwear's evolution is far from over. By honouring its origins while embracing modernity, the brand is poised to make a lasting impact on the international fashion scene.
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