When people heard that Alife was also helping us on the Truth1585 Project, they were admittedly a little shocked. The Alife crew is a major O.G. player in the streetwear game, but they definitely represented a culture of…well…”reckless abandon” shall we say? But as I always said, Truth is not about anti-smoking. It’s about anti-big tobacco. And I felt the folks at Alife could really help articulate this story. And that they did…here are some words from the Alife Crew:
Now available, the ALIFE DELIRIOUS TRUTH Campaign T-shirt. A gift with in-store purchase while supply lasts (ALIFE NYC Shop only, available in black or white).  “As long as you know the facts, smoking is none other than your choice however delirious that choice may be. “ Long-time friend and collaborator Jeff Staple (we used to sell Jeff’s classic Chinatown Gun Shop Tee in the original Alife shop on Orchard Street) called and asked if we’d be down to participate in the latest Truth campaign.
We’d already participated in a Truth campaign once back in 2000 and we were happy to do it again, this time in the form of a T-shirt design (pictured below).  We’re not ones to preach against personal choices. We believe everyone is free to make his or her own, and is bound only to the consequences that come with said choices.  That said, we don’t like lies and The Truth’s mission is mainly to expose the tobacco industry’s manipulation of the truth about the health impact of their product.
Speaking of truth: At Alife, we smoked our share of cigarettes and eventually we chose to quit.
We feel we’re better off that way. Aside from killing us, cigarettes made us smell like shit, they were turning our skin grey, weakening our teeth, shortening our breath, yellowing our walls and artwork, they were burning holes in our clothes and in our wallets…
It was kinda fun while it lasted, but we can’t say anything good came out of it.

In case you’ve been living under a rock for the past few years, Bodega is one the best stores in the country now. The secret store behind the deli has been pushing the retail envelope as well as bringing out some incredibly fresh SMU product. Hence, getting them and their influential community involved in Truth1585 was important to me. I love this athletic themed design they came up with. The tee is available exclusively at Bodega now. Peep the video below for more information and visit Truth1585.

If you follow me on Twitter, you will often hear me praise the city of Detroit. Big D has seen so much and gone through tremendous change. Yes, they have tough times. Yes, they have despair. But with all that, comes a mountain of opportunity. And I can see the people of Detroit excited for this change to happen. Most importantly, they are taking control of it. It’s such an exciting place to visit.
When you go, be sure to visit my mates from Burn Rubber. These guys are the street culture pioneers in D-town. And after talking to them more deeply about tobacco industry tactics, they see first-hand the effects on the young customers that walk in to their store everyday. Their design is meant to be in-your-face and alarming. But honestly, it’s no different than what Big Tobacco does on a daily basis.
Burn Rubber in association with truth1585 has created a t-shirt to raise awareness about the tactics being used by big tobacco companies in selling their products. The shirt that Burn Rubber has created portrays an under aged kid drinking the liquid equivalent to a poisonous cigarette. This is Burn Rubber’s outrageous depiction of what is happening in corner stores, gas stations and bodegas across the United States.
Pick up this shirt exclusively at Burn Rubber.

If you ever spend any amount of time uptown in Harlemworld, there’s only one brand young people rep harder than Nike—and that’s Newport. It’s not a secret that the tobacco industry specifically targets at-risk youth and impoverished communities. A shining light in this neighborhood is our friends at Goliath. They’ve been bringing fresh ideas and equally fresh gear to young people for many years now. It was important to me that they get down with the Truth1585 project. A few words from Team Goliath:
We were honored to be asked to participate in the new Truth1585 campaign by jeffstaple. Truth is the nation’s largest youth smoking prevention campaign, and the only national campaign not run by the tobacco industry. For the Truth1585 partnership, Staple is working with select boutiques and street culture stores located across the country … Staple collaborated with each of the stores to produce original t-shirts — one for each boutique’s unique clientele. You can pick up our tee exclusively at Goliath.
(I love this “Menthol Camo”!)