Joburg's finest came out to celebrate the launch of American clothing brand Alpha Industries, the likes of TV presenter Maps Maponyane, influencer Mihlali Ndamase, rapper L-Tido and actor Zamani Mbatha donned the bomber jackets and gear from the Urban Streetwear Range.
Dating back to 1959, the company was commissioned by the Department of Defence to design clothing for members of the US military.
With thicker materials and warm padding to protect against sea, land and air conditions, not dealt with by ordinary citizen, the clothes became popular among soldiers who were facing harsh war conditions that required finer detail to military outerwear.
The main element was the reversible orange material, durable sleeves and extra padding for the colder months, seen specifically on the MA-1 flight jacket, which was created in 1963 – a design that has stood the test of time.
Word spread about the quality of workmanship.
In the 1970s, the brand quickly became a mainstream brand, manufacturing and selling jackets, parkas, underwear, bags and accessories for men and women, even while making jackets for the military.
In SA, Alpha Industries items are popular among men who enjoy urban streetwear brands which might cost just a little more but still have street cred.
