ALIS, a Danish skate brand founded in 1996, is making a comeback as a contemporary streetwear fashion label under the direction of Tobias Birk Nielsen, with the support of Rains’ Philip Lotko and Daniel Brix Hesselager. The brand, originally named after its founders Albert Hatchwell Nielsen and Isabelle Hammerich, is being reimagined to resonate with a wider audience while still paying homage to its roots in skateboarding and community.

The relaunch of ALIS is driven by nostalgia and a desire to revitalize the brand with a fresh perspective and business strategy. The new ALIS aims to move away from its skateboarding origins and establish itself as a modern streetwear label, offering a range of products including accessories and footwear made from new materials like leather and denim. The team behind the revival is dedicated to honoring the brand’s legacy while pushing it towards a new chapter of growth and innovation.

As ALIS prepares to unveil its new collection at Copenhagen Fashion Week, the brand’s evolution promises to blend elements of streetwear and fashion, creating a versatile wardrobe for everyday wear. With a blend of past influences and contemporary vision, ALIS is set to make a bold statement in the fashion world, appealing to a broader audience while staying true to its heritage.While streetwear has always been a part of Danish culture, it hasn’t been a major player in the fashion industry. However, Lotko sees an opportunity to change that narrative, especially with the shifting landscape of Copenhagen Fashion Week. With iconic brands like Ganni moving to Paris and the closure of Saks Potts and (di)vision, there is room for a new creative streetwear brand to emerge and make a statement by 2025.

Despite potential pushback from traditionalists, the new owners of ALIS are determined to push forward and create a platform for the new generation to connect through the brand. They aim to preserve the legacy of ALIS, focusing on the spirit of freedom that has always been at the core of the brand and skate culture in general. By staying true to their roots and conveying a sincere message, the team hopes to resonate with others who appreciate the authenticity and effort put into reviving something meaningful.

In a world where authenticity and connection are paramount, ALIS is on a mission to bring back the essence of streetwear with a modern twist. Join us on this journey as we rediscover the power of self-expression, creativity, and community through fashion. ALIS: where tradition meets innovation, and individuality reigns supreme.