The luxury streetwear ÀLEA brand appears on the European fashion scene for the first time during Paris Fashion Week 2020, distinguishing itself for its essential refinement, expressed in design and concept.

The Latin origin of the word ÀLEA refers to the meaning “facing risk”.

The brand, in fact, challenges anyone to be themselves in the most authentic way. It shows that standing out of the crowd is possible even in the digital age, which is dominated by the overexposure of the ego and the pervasiveness of technology.

The stylistic project draws from the origins of the casual look and is directed towards simplification, in line with the evolution of the times: from the rebels without a cause represented by the hooligans, who wore casual clothes to disperse among the crowds, ÀLEA’s casualness evolves to represent the new rebel with consciousness, young people who return to streetwear to reaffirm freedom of movement and thought.