The Alphanumeric brand, which is also hugely recognizable by the A# sign, is a streetwear brand based in San Diego, CA. The brand is managed by Mikro Mangum and Sal Masekela along with designer Alyasha Owerka-Moore. The streetwear legend most definitely paved the way for current streetwear brands with their fusion of various lifestyles.
When Alphanumeric first launched in 1998, it blended a number of lifestyles which crossed over skateboarding, surfing, snowboarding, car culture and music. The brand avoided the traditional ad campaigns ideas often used to promote streetwear brands and instead used an unconventional educational based ad campaign.
Alyasha wanted Alphanumeric to be seen as more than just a sports brand. “It was really about action sports, but was more to show that kids were into a lot more than just one thing. You could actually like punk rock and hip-hop at the same time and they were largely synonymous. This is obvious to a lot of people, but to 7th Avenue it wasn’t…They just didn’t understand so they wanted to put everything in these small boxes” said Alaysha in recent interview.
The purpose of the brand’s name is to communicate that message to their consumers. Alaysha noted that the name “Alphanumeric” or “A#” is all about alphabets and numbers; because that is the way everything in the world is communicated.
Head on over to PLNDR for a crazy Alphanumeric sale which is going on right now! The sale ends on Friday June 22nd and you guys will definitely love this one. The pieces in the sale feature some of Alphanumeric’s iconic designs, such as the A# sign, that the brand has come to be known for over the years.