The Allyance seems to be a brand that a lot of people are talking about coming out of the tradeshows. I am very interested in branding concepts and believe that a good name/logo is essential, regardless of what you are doing. But, I also have a pet peeve about "stylized spelling" (alternative spelling of familiar words does not necessarily equal ingenuity). It reminds me of the mid- to late- 90s when every thing was "Xtreme" or "Krazee." That said, I decided to check out this brand's website and was very impressed by the outerwear that Allyance has created. It probably goes without saying that this is a new project by people who have long been involved in the action-sports industry. I am very curious to see what they have up their sleeves for 2008, which will signal their first full year of being a brand. Check out the Tarot Jacket below, to see for yourself. If anyone at Allyance reads this site and wants to send me a jacket to wear to Bear Mountain next week - email This e-mail address is being protected from spam bots, you need JavaScript enabled to view it for a valid mailing address. 

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