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Brace for Another Alife

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The rumors we mentioned back in February about another Alife store opening on the LES (the rumors that Alife said were "not true") have indeed proven true. The Cut has new details: "Although the store will be associated with Alife, the name of the new sportswear spot is still pending (word is Limited Edition Sportswear — or L.E.S., har-har — is a contender). It's slated to open in mid-November, and an Alife spokesman tells us the store will cater to the urban athlete so think of it as a swanky Paragon." The location is 157 Rivington, directly across from the brand's flagship. [The Cut; Previously]