The ALIFE project holds a solid piece in streetwear history. Created by Rob Cristofaro and 3 others back in 1999, this lifestyle-driven project was designed to fill a creativity void that seemed to be happening in New York City. It allowed for a creative outlet for “creatives” and began the build for the iconic streetwear brand, ALIFE. The ALIFE project and later brand put a voice to the Lower East Side area that it called home. Their focus is quality goods, quality projects, and quality products and that is what they’ve been putting out since its inception. 

Aside from clothing and art, music also plays a huge part in the ALIFE brand history. ALIFE Sessions was a large part of meshing music, art and streetwear and brought the brands into the fold. The list of collaborations include everyone from Lee to Crocs to Burberry. Their most recent situation was a Black History Hoodie collab that sold out in minutes. Cristofaro remains true to the idea that he wants to do things that nobody else is trying to do and continues to “shake things up” in the streetwear industry. 


Yellowbrick believes that a student’s personal passion and hustle – rather than financial resources – should determine how far they can go. Along with our partners, our aim is to empower students who are passionate about streetwear to pursue rewarding career opportunities that can spark their interest and open doors to a fulfilling future.

Yellowbrick’s programs have the potential to change students lives by:

  • Providing a valuable credential, in the form of a certificate from a leading university, that will help open doors to career ies that students may not have otherwise known about
  • Developing real-world skills that empower students to seize these opportunities
  • Informing choices and helping students build an actionable roadmap toward setting and accomplishing career goals
  • Inspiring dreams and building the confidence and know-how to pursue them

Rob’s scholarship is to empower up-and-comers to pursue careers in streetwear and related fields.

To apply: Enter your email below and then complete the scholarship form and short essay explaining what your career goals are and how you hope this scholarship will benefit your career. 

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